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.”

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.

Bag For Good

WORKSAFE

Bag For Good

Countdown was the first national supermarket in New Zealand to announce a move away from single-use plastic carrier bags at checkouts and online shopping.

On average, 6,000 single use plastic carrier bags were being used at every Countdown store, every day. This initiative would take them completely out of circulation. Countdown wanted a campaign to communicate this change to their customers and raise awareness of the alternatives available in store.
The rollout took a phased approach, so a combination of local area marketing and national advertising was used across the multichannel campaign. Red Jelly developed in store POS to communicate the phase out of single-use plastic carrier bags at checkouts, and created a TV commercial and social media content to raise awareness of the Bag for GoodTM initiative, where a customer can return their worn out reusable bag and have it replaced for free, to coincide with the first pilot store launch.
Thanks to the broad range of communications, our customers were well aware that the initiative was happening, with 79% awareness of the initiative recorded during the pilot store rollout. With the rollout complete, reports indicate that people all over the country are embracing the change. And the best result of all? 350 million plastic bags have been removed from circulation each year.

Onecard – Launch

COUNTDOWN

Onecard – Launch

Two of New Zealand’s largest loyalty card programmes joined forces to offer a range of new rewards. We were tasked with turning this complex merger into a simple, attractive and compelling offer for all New Zealanders.

We created a campaign that hinged on a single and powerful emotional benefit — that saving money feels good. The campaign was rolled out in various executions across TV, radio, outdoor, POS and online.
Over 600,000 Kiwis (that’s 1 in 5 adult New Zealanders!) signed up for a new Onecard in the three weeks that followed the launch, well exceeding the initial targets.
WHAT THEY SAID

“Thank you for the incredible campaign that you have delivered for Onecard. It has been a privilege to work with you guys and your team.”

Bridget Lamont General Manager, Marketing

The Food Project

COUNTDOWN

The Food Project

Countdown were looking to develop the learning culture within the organisation. They wanted to equip in-store team members with the confidence to engage customers through increasing knowledge on fresh products and develop skills to have better conversations with customers.

We worked with Countdown’s marketing team and extensive supplier network to develop the Countdown Food Project. Red Jelly prepared all training material and resources, including posters, concertina handouts, food knowledge guides, best practice hand guides, and supplier videos with supported animated videos.
The Food Project has had a great response from Countdown, their team members, customers and suppliers.