The Warehouse has launched This Is Warehouse Country, a new brand platform celebrating the retailer's enduring role in New Zealanders' lives and its commitment to making the desirable affordable for all.
According to Mark Stirton, Group Chief Executive Officer, The Warehouse Group, This Is Warehouse Country is not just a new brand platform, but a bold statement of intent underpinning the group's new strategy.
Our ambition is to become Aotearoa New Zealand’s number one retailer again, and this campaign is another step forward in our turnaround and transformation.
"Eighty percent of Kiwis live within 20 minutes of The Warehouse. That's an enviable footprint for any retailer, and we owe it to the 1.5 million customers who come through our doors every week to keep raising the bar for them," said Stirton.
Created in partnership with TBWA\ New Zealand, the campaign will be rolling out across television, digital and outdoor advertising and in all 84 The Warehouse stores. It celebrates the relatable memories and life milestones that have connected New Zealanders with The Warehouse for over four decades.
The campaign has been anchored by a series of adverts reminding Kiwis that The Warehouse has "Never Missed" an important moment since 1982 and will still be there for generations to come. The stories are based on real-life experiences that people have had with The Warehouse over the years.
Chief Marketing Officer Frankie Coulter said the campaign idea grew from a simple insight about the retailer's unique place in New Zealand culture.
"When we looked at what makes The Warehouse distinctive, we kept coming back to one thing: almost every New Zealander has a story involving The Warehouse," he said.
"From coming-of-age moments like starting school to stocking up for a family road-trip, we've had the privilege of being there for those moments that matter in life. This Is Warehouse Country is a celebration of that connection."
Shot in various locations in rural and urban New Zealand, the campaign features a collection of distinctly Kiwi vignettes, blending humour, warmth and nostalgia with a reminder of the breadth and value offered by The Warehouse today.
"We wanted to showcase our Kiwi heritage and our place in the hearts and minds of New Zealanders," said Rachel Hitchcock, General Manager Marketing at The Warehouse.
"Our iconic Red Bag is something almost no New Zealand household is without, and it's a subtle but prominent feature of this campaign. I hope that Kiwis find these stories heartwarming but also relatable; that they can see a little bit of themselves in these unmistakably Kiwi moments."
As part of broader efforts by The Warehouse to help normalise the indigenous language of New Zealand, the campaign also features the line 'Ko Te Warewhare Te Kāinga', which will be highly visible throughout to convey the sense of familial belonging many New Zealanders have with The Warehouse.
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