Quirky characters promote supermarket

Last year, New World introduced Fresh Experts with a suite of glossy infomercials, complete with awkward customer testimonials and flashbacks.

But for the latest round of its Fresh Every Day campaign, the Foodstuffs-owned supermarket chain created two TV spots that highlight the known and not-so-known benefits of using The Daily Baker and The Fruit & Vege Pro.

New World group brand director Jules Lloyd says now there is an established style it’s able to continue to push the boundaries and evolve the ads to a new level.

“These new fresh stories and characters have allowed us to introduce even more comedy and fun into our series of ads,” she says. 

In one of the two new ads, real estate agent Jacqui Jones strategically places fresh bread throughout a house in an effort to sell it.

The other features Lance panicking once he realises he needs to discover the world of produce to impress a work colleague on a date.

Colenso BBDO executive creative director Steve Cochran says the new ads are a major shift from the traditional commercials seen in this sector. 

 “I get asked how we get work like this through for a supermarket. The answer isn’t simply by having a client that buys it. It’s by having a client who demands and encourages it. That means we’re always looking forward to the next brief… and that’s a great space to be in,” he says.

The ads will play on TV, online and in cinemas.