New World heroes butcher expertise in new ‘Certified Wonderful’ campaign via DDB Aotearoa

DDB Aotearoa has partnered with New World to launch Certified Wonderful – a new integrated campaign created by DDB Aotearoa, that champions the skill of New World’s in-store butchers and reinforces the brand’s reputation for fresh quality.

New World’s butchers are in-store from the early hours of the morning every day, hand-cutting, seasoning and preparing meat fresh for customers. To bring this local expertise to life, DDB created the ‘Certified Wonderful’ stamp – a mark of approval that makes New World’s high standards instantly recognisable.

The campaign launches with a hero TVC under New World’s ‘True Stories’ creative platform, following a Kiwi dad preparing his “signature dish” for his daughter’s new boyfriend – only to reveal the true hero behind the meal: his local butcher. Supporting activity spans large-format OOH, social content that taps into the humour of ‘passing recipes off as your own,’ and the Certified Wonderful stamp featured across in-store butchered products.

Says Gaelyn Churchill, DDB Creative Director: “We wanted to hero the skill of our New World butchers with a warm and cheeky story Kiwis can relate to. Not that all dads are fibbers, but when the kebabs taste this good, who wouldn’t want to pass them off as their own?”

The campaign not only highlights New World’s in-store expertise, but also celebrates the emotional role food plays in Kiwi homes – from everyday meals to milestone occasions. By giving its butchery products a visible stamp of approval, New World is reminding customers that every cut is the result of both skill and care.

Says Giselle Bleakley, New World Head of Marketing & CX: “Fresh quality is what sets New World apart. ‘Certified Wonderful’ celebrates the dedication of our in-store butchers and shows customers the care and passion that goes into every cut.”

With Certified Wonderful, DDB and New World are setting a fresh benchmark in FMCG storytelling – reminding Kiwis that when it comes to meat, nothing beats the quality of an in-store butcher.

Foodstuffs Group General Manager – Marketing & Media: Dominic Quin
New World Head of Marketing & CX: Giselle Bleakley
New World Senior Marketing Manager (Brand & Strategy): Deb Fell
New World Senior Brand Manager (Brand & Strategy): Michelle Goodes
New World Brand Manager: Warsha Lata

Agency: DDB Group Aotearoa
Production Company: Flying Fish
Producer: Sam Attenborough/James Moore
Director: Andrew Laurich
DOP: Andrew Stroud
Post production Grade: Dave Gibson
Post production online: Leon Woods
Editor: Nathan Pickles
Soundtrack/composer/Music: Shane Taipari, Franklin Rd
Media Agency: PHD New Zealand