"This story is a love letter to that level of care, the produce itself, and the miracle of every morning."
Countdown has launched its brand new campaign, Every Day’s a Fresh Day, celebrating the freshness of local produce through the love, care and passion we all have for it, whilst showcasing the deep connection Kiwis’ have for the land where it grows.
The story centres on the idea that there’s nothing fresher than the miracle of a new morning - particularly in Aotearoa where people are so lucky to have some of the most spectacular landscapes and rich soils for growing.
“Day-in, day-out, rain or shine, thousands of Countdown team members, from growers and pickers to drivers to store workers and everyone in-between, work tirelessly and obsessively, to bring customers nothing but the best and freshest produce," M&C Saatchi executive creative director Paul Hankinson says.
"This story is a love letter to that level of care, the produce itself, and the miracle of every morning."
The campaign showcases the start of a brand new day in New Zealand, bursting with possibilities.
Whether it’s Countdown’s local growers out in the field, truck drivers driving to deliver fresh fruit and veggies across the country, store teams carefully filling the shelves, or the customers bringing their own unique ways to enjoy fruit and veg - every piece of produce, from the humble carrot to the juicy mandarin, gets the love and care it deserves every step along the way. Right until it lands on the plate and is devoured.
“We are incredibly lucky here in New Zealand to have some of the best fruit and veggies in the world - with growers spread right across the country who are so proud of the hard work and care that goes into every piece," Countdown general manager brand Brid Drohan-Stewart says.
"We wanted to show not only how that love shows up in the field, but also how it’s carried right through the journey into our stores and ultimately to a customer.
"Every Day’s a Fresh Day is about capturing the magic of the morning, the sheer beauty of our land, and the people across every day who produce, deliver and care for your food.”
Every Day’s a Fresh Day will run on screens as 60, 45, 30 and 6-second on YouTube.
It will also run in large format OOH, high impact digital and instore.
Credits
M&C Saatchi
Executive Creative Director - Paul Hankinson
Head of Art - Gerhard Myburgh
Senior Producer - Liz Rosby / Dan Higgins
Planning Director - Emma Fern
Group Account Director - Carly Pratt
Senior Account Manager – Camille Coltman
Senior Designer: Luis Curiel
Director of Operations: Sarah Hobden
Countdown
General Manager, Brand - Brid Drohan-Stewart
Senior Marketing Manager – Vanessa Berry
Assistant Marketing Manager – Charlotte Searle
Production
Film co: Triple Double
Director: Andy Morton
Film Producer: Peter Clews
DOP: Matt Gerrand
Editor: Fauze Hassen
Colourist: Allanah Cotton
Post: Images & Sound
Audio: Liquid
Music Arranger: Peter van der Fluit - Liquid Studios
Music Licensor & Producer: Tamara O’Neill - Liquid Studios
Singer: Tom Cunliffe
dentsu
Group Business Director – Suzie Thompson
Channel Strategist – Amy Greene
Business Director – Kat Wright
Business Manager – Lauren Dean
Digital Manager – Kate Hopkinson
Business Executive – Sasha Tetro
