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.
“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.”