Here are the latest spots from Colenso BBDO to advertise New World, a supermarket in NZ. With most large retailers in all markets being household names. Is it time to move away from an everyday low prices communications strategy and move toward creating more emotive connections with consumers? I would hope to see that a combination of ‘Down, down’ style campaigns and more sophisticated work like this hitting our shores in the near future. Considering the most successful retail campaign in the UK in recent years has been the John Lewis work (creative below). It would insinuate the model works.
And the John Lewis work: