New World’s collectable craze has been sliced and diced and turned into Little Kitchen. It has some of previous years’ Little Shop favourite elements but this year New World is expanding the experience to include a little experimentation.
New World discovered two exciting food architects from London, Bompas & Parr, who have helped create several food experiments which celebrate everything Little Kitchen is about, some of which can be recreated at home and promise to create excitement amongst kids of all ages.
Sam Bompas and Harry Parr broke into the London culinary scene several years ago and are best known for their glow in the dark jelly, flavoured fireworks as well as turning famous London landmarks into jelly. “We can’t wait for Kiwi kids to start experimenting and mixing up every day household products and turn them into awesome creations such as glow in the dark ice cream, flavoured clouds and musical sausages,” said Bompas.
“We are passionate about the history of food and incorporating crazy ideas into every one of our projects. We were delighted when New World approached us to help them bring to life this year’s promotion and we have really challenged ourselves to think creatively when we designed some of the experiments.”
Steve Bayliss, general manager of marketing for Foodstuffs New Zealand said New World wanted to take their collectable promotion to another level this year by centring it around the kitchen. “We know that our customers really loved Little Shop I and II but this year it was time to add a bit of a twist and Bompas & Parr have certainly injected some really interesting elements.”
There are now 38 new mini collectables in the set each with their own special effect such as glow in the dark feature, scratch and sniff panels, colour changes with temperature and sound elements. There will also be limited edition bonus mini collectables, to be discovered across the campaign.
“New World really wants to see families back in the kitchen enjoying baking, making and experimenting with everyday items that you can purchase from your local New World,” said Bayliss.
This year the new accessories are a selection of fun colourful practical kitchen items such as cupcake baking sets, fun character utensils, cookie cutters, a pig and chicken chopping board set and lots more cute merchandise guaranteed to get your little ones baking in the kitchen. Customers will receive a sealed package containing a mini grocery collectable and a Little Kitchen activity, Lab Note, with every $40 spent at New World.
This year’s collection sees the return of some of New Zealand’s most popular brands such as a mini Anchor milk bottles, Wattie’s Tomato Sauce, Dole Bobby banana, Golden Crumpets and many more. Each mini has its own special Lab Note, a unique recipe or experiment to entertain and delight.
There will also be a number of supplier activations in store giving customers plenty of chances to win Little Boats, Little Kitchens, holidays, cars and lots more.
