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Magical Little Kitchen
Industry Silver - Retail
Loyalty New Zealand
Foodstuffs New Zealand
Entrant Credits
Ellie Kelman, Duncan Tait
Nominee Credits
Emily Blumenthal, Maja Lee, Maico Estacio
Additional Credits
Beka Livick - Skinny Marketing
Entry Rationale
New World’s very successful Little Shop collectable programme evolved into Little Kitchen with the much loved minis receiving a ‘special effects’ makeover - such as sound, smell, glow in the dark. The campaign improved on an already highly successful retail promotion – engaging customers below the line and driving increased sales over the 6-week campaign.

Direct access to granular New World basket data, Fly Buys customer shopping and household Lifestyle data delivered the competitive edge. International email trends and best practice ensured executional brilliance, and it certainly showed in the results – starting from the very high levels of engagement to the emails, through to significant sales uplift and return on investment.