New World was launching it’s 2015 “Little Kitchen” collectibles promotion, in which mini versions of popular brands are given away for children to create their own “Little” versions of a kitchen. The brief was simple:

Launch New World’s “Little Kitchen” promotion and achieve sales value growth of 2% ($8m) for the period.

However with increasing competitive pressure and an under-current of consumer cynicism around the rise of collectables and pester power, we needed to reframe New World’s Little Kitchen as something more than just another promotion.

In the face of increasing competitive pressure and an, we successfully reframed New World’s Little Kitchen promotion as a creative play opportunity. To achieve this we inspired the behaviour though a category-first video content platform, smart deployment of influencers and product innovation that made the behaviour easy.

This approach achieved record sales uplifts for New World and proved that the category-norm advertising approach isn’t always best.

We produced eight individual webisodes run by Sam and Harry, using paid online promo spots directing kids and parents to watch the content.

While the webisodes were live, we partnered with a range of key influencers to show how others were getting involved and endorsing play such as a launch night partnership with primetime news show parents from Seven Sharp, 12 Mummy Bloggers sharing their own experiments with their followers as well as radio DJ’s, promotional brand partners and afternoon kids shows all getting involved.

We also included Lab notes on packaging with specific instructions for unique recipes. Even schools also got involved, by using the online experiments as educational tools in the classroom.

All of this also led to parents and kids submitting their own user generated content of creations they had made at home, which we then shared on our social channels.