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Image of girl with free fruit

Countdown tells customers 'we can help with that' in its newly launched brand platform via Y&R NZ

02 July 2018

Y&R NZ has just launched a new brand platform for Countdown NZ, helping shoppers with everyday problems through meal ideas, online shopping, and even free fruit for kids instore.

Says Debra Brooks, Head of Brand Marketing at Countdown: "Countdown has an incredibly committed and hardworking team of 18,000 people spread right across New Zealand, who are all doing great things for our customers and communities every day. We want to celebrate that commitment and communicate our philosophy to our customers, that we're committed to making Kiwi's lives a little better every time they shop with us. Let's be proud of that, not just internally but externally too.

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"We've worked with the Y&R team to create a new brand and retail platform, brand design and launch campaign we are all incredibly proud of.

"We've harnessed the musical powers of Supergroove, the dulcet tones of Oscar Kightley and Kirk Torrance, and a cast of really great Kiwi talent to bring our brand to life.

"With the campaign line 'we can help with that' we think we've summed up our customer promise and our spirit as a business. So whoever you are or wherever you're at in NZ, we hope you enjoy the new Countdown brand campaign and the refreshed retail look and feel as it rolls out over the next few months."

Says Dave Chambers, Managing Director, Countdown: "Over the last few years we have undertaken transformational work around our business and team culture. I'm also proud of the way Countdown leads the industry in a number of important ways, including being New Zealand's first supermarket to phase-out caged eggs and single use plastic carrier bags. This new brand platform is the perfect vehicle to tell our story and to talk about our retail offering."

Says Jono Key, Managing Director, Y&R NZ: "To be given the responsibility of refreshing one of New Zealand's biggest brands was both daunting and bloody exciting. But I can honestly say this has been one of the most collaborative, thoughtful and fun campaigns the agency has ever been involved with. We have a platform that is a great expression of Countdown’s culture and brand purpose."

Says Josh Moore, outgoing CEO/CCO, Y&R NZ: "Working with our great creatives and Debra's talented team to launch a new brand platform for one of NZ's biggest brands is a great way to round out my time with the agency. 'We can help with that' is a platform with long legs and endless room for engaging executions. I really look forward to seeing how it grows and gains traction with Kiwis."

Says Y&R NZ creatives Liz Richards and Nick Dellabarca: "Working on a big campaign like this makes you realise the scale of a business like Countdown and everything they do. It's also been a fun exercise in finding supermarket products that rhyme. Oh, what a thyme. Sorry, we'll stop now.

CREDITS
Client: Woolworths NZ
Head of Brand Marketing, Countdown: Debra Brooks
Head of Marketing Strategy: Wadim Schreiner

Creative Agency: Y&R New Zealand
(Outgoing) CEO / CCO: Josh Moore
Managing Director: Jono Key
Copywriter: Nicholas Dellabarca
Art Director: Liz Richards
Head of TV Production: Anna Kennedy
Group Account Director: Campbell McLean
Senior Account Manager: Sabrina Jensen
Account Manager: Aneka Burden
Senior Planner: Craig McLeod
Head of Motion: Amanda Sasano
Head of Studio Production: Paul Gibson
Head of Design: James Wendelborn

Production Company: Goodoil
Director: Matt Kamen
Executive Producer: Mark Foster
Producer: Anna Stuart
DOP: Crighton Bone
Post Production: Blockhead

Photographer: Fraser Clements (Match Photography)

Franklin Road Audio
Producer/Music Licensing: Jonathan Mihaljevich
Composer: Jim Hall
Head of Sound Design: Shane Taipari