Kids Hospital Appeal 2019

COUNTDOWN

Kids Hospital Appeal 2019

Countdown Supermarkets New Zealand needed to raise national awareness of its 2019 Kids Hospital Appeal, to help improve the health and wellness of Kiwi kids. With 100% of funds raised through donations, having an impactful, single-minded campaign was imperative. The campaign had to speak to all Countdown customers across the country, and help build their perceptions of how Countdown supports their local community.

We created a fresh new national campaign, rebranding the Appeal with a combination of in-store POS and digital elements, and using a tagline that was in-keeping with Countdown’s branding: “Want the best for Kiwi kids? We can help with that” .
Key to the creative was transparency around how funds are distributed and how hospitals benefit from customers’ donations. We used images of children in hospital, with price tags placed on pieces of medical equipment, beds and toys, to show prospective donors just how much it costs to run a children’s hospital.
The campaign launched in early August 2019 and outcomes are still being tracked.
WHAT THEY SAID

“Red Jelly has pulled together an emotive and striking campaign for our Countdown Kids Hospital Appeal. They’ve delivered once again to help bring to life an important community message for Countdown.”

Master of the Brewniverse

COOPERS DIY

Master of the Brewniverse

The boom in popularity of craft beer has seen a surge in craft breweries and a renewed interest in DIY brewing – particularly among younger consumers. Coopers DIY Beer had been exploring the idea of a national home-brew competition called Master of the Brewniverse – a parody of 1980s media franchise Masters of the Universe – aimed at both recruiting people who have never brewed before and engaging Coopers DIY Beer’s passionate brewing community. On offer was a money-can’t-buy opportunity: the chance to have your beer brewed by Coopers and sold nationally through Dan Murphy’s.

The competition needed to align with an established network of national amateur brewing judges, the GABS beer festival, brewing capacity at Coopers and a summer launch period for the winning beer.
To advertise the promotion, we created a film in homage to other iconic space-themed movies. The creative comprised digital media across numerous social media platforms, and launched during Good Beer Week, with stalls at the GABS Beer, Cider & Food Festivals in Melbourne and Sydney.
While the campaign outcomes are still being tracked, they have so far been positive, with an increase in sales.
WHAT THEY SAID

“…we have seen significant and immediate sales increases across multiple channels. I have no doubt that the strength of creative has contributed to this success. Working with Red Jelly is truly refreshing. Their laid-back yet skilled approach feels more like an extension of our team than an agency. From account management through to creative direction, execution and copywriting, I always have confidence that what is pitched will hit the mark.”

Emma Craggs Brand Marketing Manager Brewing Products | Coopers Brewery

Everyone Counts

COUNTDOWN

Everyone Counts

A supermarket distribution centre is a busy and high-risk environment. Employees operate heavy equipment and vehicles, and engage in a lot of physical labour – placing many at constant risk of accident or injury. In early 2017, Countdown identified that the number of accidents was increasing. They had already expressed the need to simplify the rules and communicate a clear and powerful message that would transcend potential language barriers.

Red Jelly initially created signage and communications with the message ‘Safe shift, every shift’. But with accidents still prevalent, more needed to be done. Countdown undertook further research and found that while team members understood the message, and were concerned about their colleagues, they were complacent about their own safety – “We may not look after ourselves, but we always look after each other”.After undertaking further research, we discovered that cutting corners was the crux of the issue. Cutting corners had the potential to affect everyone. Keeping the recognised line “Safe shift, every shift”, our campaign used images of the devastating consequences of cutting corners, featuring real staff from the distribution centre, through a combination of billboards and videos.
In the month following the campaign’s launch, Countdown recorded a 24% reduction in injuries. Team members had been inspired to not only look after themselves, but also each other.

Safety is everything

WORKSAFE

Safety is everything

Over decades of education and awareness, workplace safety has become ingrained in our approach to work. But what about hazards that aren’t all that obvious – that aren’t physical, but mental? We needed to educate Tasmanian workers – from CEOs and managers, to entry-level and casual employees – about how mental health can play a factor in workplace safety.

Rather than presenting mental health as a new concept, we simply had to show that it was a natural extension of something people already knew: how to keep themselves and others safe at work. This led us to a simple, powerful and single-minded approach: to incorporate mental safety messaging alongside existing physical safety messaging in an all-encompassing campaign that felt familiar, achievable and non-threatening: Safety is everything.
We did this by turning our creative into a puzzle – almost like Where’s Wally? Across three TVCs, we showed a cross-section of a large office building. The footage then tracked in on someone experiencing the subtler effects of negative mental health, such as depression, stress or being abused at work. Our hero TVCs were supported by print, digital, eDMs and small outdoor pieces that all followed the same idea.
By using a bit of misdirection and entertainment, we were able to spread a vital health message.