Fresh off the wires, New World has heard they’ve picked up the Loyalty Magazine Award for the Best Short Term Loyalty Programme and Highly Commended for Best Use of Social – with New World Little Garden. Run in the Spring of 2016 and 2017, this campaign has nurtured the gardening ambitions of millions of New Zealanders of all ages and stages and driven a love and loyalty for New World from legions of customers. New World rightly deserves the accolades it has received from industry experts.
“Really, there’s nothing more rewarding than a rewards programme that changes behaviour in such a positive way. We set out to see if we could upset our produce buyers with customers not needing to buy produce because they’d be growing their own tomatoes, basil, lettuce, borage, coriander and courgettes, to name but a few. Months on we’re still getting messages from customers who have achieved glory in their backyard plots – and we couldn’t be happier," said Steve Bayliss, outgoing Group GM Marketing for Foodstuffs NZ.
Since its inception, New World Little Garden has seen more than 16 million seedlings end up in pots and plots around New Zealand. In 2017 the brand also gave away more than 300 bee kits including hives and bumble bee homes to schools who cultivate their own gardens. “The more we can do to help New Zealanders get closer to where their food comes from, the more they understand what’s good for them and for the environment. Little Garden has been an outrageous success from start to finish and we’re really delighted that the team who has worked so hard on this has been recognised for their creativity, passion and commitment.”
This year’s campaign is still under wraps but New World reveals that sustainability and doing what’s right for the environment is at the heart of anything they’ll do in this space. “Even our point of sale is 100% recyclable,” said Bayliss. “I’m looking forward to seeing what the team does next under the guidance of Dom Quin, who’s taking over my role and leading a fantastic team who really cares about creating engaging promotions which make a difference for our customers and New Zealand.”
Key Team members:
Steve Bayliss – Group GM Marketing, Foodstuffs NZ
Stephanie Pyne – Head of Retail, Foodstuffs NZ
Jess Richards – National Retail Promotions Manager, New World
Charlotte Sangster – Foodstuffs Digital
Laura Volp – Foodstuffs Digital
Antoinette Laird and Sue Hamilton – Foodstuffs PR