Woolworths (Countdown in Aotearoa) is sticking to its formula of anthem advertising featuring producers and their produce, this time in New Zealand and underlined by the souful Cat Stephens song, Morning Has Broken.

The brand campaign, Every Day is a fresh Day,  is all about the care that goes into the fresh produce sold by Countdown and highlights the quality of produce grown in Aotearoa.

“Day-in, day-out, rain or shine, thousands of Countdown team members, from growers and pickers to drivers to store workers and everyone in-between, work tirelessly and obsessively, to bring customers nothing but the best and freshest produce. This story is a love letter to that level of care, the produce itself, and the miracle of every morning,” stated Paul Hankinson, executive creative director at M&C Saatchi. 

“We are incredibly lucky here in New Zealand to have some of the best fruit and veggies in the world – with growers spread right across the country who are so proud of the hard work and care that goes into every piece.  We wanted to show not only how that love shows up in the field, but also how it’s carried right through the journey into our stores and ultimately to a customer.  ‘Every Day’s a Fresh Day’  is about capturing the magic of the morning, the sheer beauty of our land, and the people across every day who produce, deliver and care for your food,” added Brid Drohan-Stewart, general manager brand at Countdown.

The campaign is running will run on TV and online screens as 60”, 45”, 30” and 6” on YouTube, supported in large format OOH, high impact digital and instore.

Credits

Agency: M&C Saatchi
Executive Creative Director: Paul Hankinson
Head of Art: Gerhard Myburgh
Senior Producers: Liz Rosby & Dan Higgins
Planning Director: Emma Fern
Group Account Director: Carly Pratt
Senior Account Manager: Camille Coltman
Senior Designer: Luis Curiel
Director of Operations: Sarah Hobden

Client: Countdown
General Manager, Brand: Brid Drohan-Stewart
Senior Marketing Manager: Vanessa Berry
Assistant Marketing Manager: Charlotte Searle

Production Company: Triple Double
Director: Andy Morton
Film Producer: Peter Clews 
DOP: Matt Gerrand
Editor: Fauze Hassen 
Colourist: Allanah Cotton 

Post Production: Images & Sound
Audio:  Liquid Studios
Music Arranger: Peter van der Fluit 
Music Licensor & Producer: Tamara O’Neill 
Singer: Tom Cunliffe

Media Agency: dentsu