In December 2013, supermarket chain, New World, celebrated its 50th anniversary with a collection of miniature versions of real products on its shelves in a promotion called Little Shop. Customers who spent more than NZ$40 in a New World store received one of 44 free mini grocery items, which were recreated in detail down to the nutritional information.
The idea, that was copied from a similar promotion by a Dutch supermarket chain, took off. What had begun as a retail promotion gave birth to swaps at stores, schools and offices across the country. Many New World stores even set up permanent swap desks to assist customers wanting to trade items with other customers and trading hubs sprang up online.
In 2015, the idea evolved into Little Kitchen, with the added layer of getting kids to experiment with food using self-titled food architects, Bompas and Parr from the UK.
This year, the game has evolved again – and into something with a greater purpose. The miniature plastic collectibles have been replaced by tiny seedling kits.
Each little pot comes with one of 24 seed varieties complete with a soil tablet. Users just add water to make the seeds sprout, then the whole Little Garden pot can be planted straight into a bigger pot or garden.
As in previous years, customers will get one free with every $40 spent.
Steve Cochran, executive creative director at Colenso BBDO, noted, “Little Garden has an inherent feel-good factor. We didn’t need a clever idea for promoting it, we simply needed to capture that spirit and fun on film. I reckon this version of the Little series is going to be big, maybe the most loved one so far.”
Stephanie Pyne, national retail marketing manager for Foodstuffs commented, “We love how this idea is useful, educational, sustainable, and even edible. Getting kids and their families outside involved in gardening, growing vegetables and hopefully eating more of them.”
Little Garden’s other major positive is that it is effectively zero-waste. “All the materials are either compostable or recyclable. The pots are made of wood pulp and peat, the soil tablets are coconut husk, and the collector trays and packaging are recyclable. We’re really looking forward to people of all ages participating in the promotion and growing their own Little Garden,” Pyne added.
Three teaser ads have been running in the last few days in New Zealand. The campaign launches in full September 11, with television ads from Colenso BBDO, digital, social and a big instore presence by retail agency, .99.
Credits:
Agency: Colenso BBDO
Production partner: Thick as Thieves
Director: Zoe McIntosh,
Media company: FCB Media
Client: Foodstuffs
Steve Bayliss, group general manager marketing
Stephanie Pyne, national retail marketing manager
Jess Richards, national retail marketing promotions manager
