Trivia is spreading across New Zealand. The flood of fun facts is by TRACK, part of DDB Group Aotearoa, a clever way to make loyalty program Clubcard stand out in the crowd.

The fascinating explosion of little-known facts about Kiwi life called Trolley Truths was created by TRACK’s team of data analysts, who worked with Foodstuffs’ analytics team and an anonymised database of Clubcard members’ shopping habits.

The two-week campaign used outdoor and digital media to engage the nation and raise awareness of the Clubcard loyalty programme. Clubcard customers were then sent a personalised email, that gave them a couple of their own insightful Trolley Truths.

Lauren Hockings, loyalty marketing manager for Clubcard owner, New World, commented, “For a country passionate about our food choices, it has been exciting using our Clubcard purchasing data to answer some of the great national debates. Being able to then play this back to our regular customers via email, along with the savings and earnings they’ve made, is the icing on the cake.

“Who knew that Wellington is not only our capital, but the capital of alternative milks too? That rural areas prefer mayo to tomato sauce? And that the nation enjoys more smooth peanut butter than crunchy?”

The full campaign covers social, eDM, OOH and interactive display banners.

Credits:

Client: New World (Clubcard)
Head of Marketing & CX: Giselle Bleakley
Loyalty Marketing Manager: Lauren Hockings
Marketing Manager: Rachel Touhey
Customer Experience & Intelligence Manager: Daniel Peach
Planning & Insights Lead: Robbie Hammond
Marketing Automation Executive: Irina Maliutina

Creative Agency: TRACK Aotearoa
Media Agency: PHD