Super Animals’ new pecking order
The marketing promotion, which was created by Ogilvy & Mather and Affinity ID, involves collecting the cards and putting them into a specially created display album.
Countdown has fed the “Super Animals” collectible card craze by adding 72 new cards, including two native birds.
The marketing promotion, which was created by Ogilvy & Mather and Affinity ID, involves collecting the cards and putting them into a specially created display album.
Also available is a sound card reader that cinsumers can swipe the cards through to hear the sound of the animal in question.
From tomorrow, the new “limited edition” Super Animals sound cards will be available in Countdown stores, including the Little Spotted Kiwi and the Kakapo.
Some proceeds go to the SPCA.
According to Countdown, $218,000 was raised for a new SPCA software system earlier in the year through Super Animals, with $1 from each album going to the charity.
A parent’s perspective:
Marketing promotions to kids, especially popular ones, often come under public scrutiny so NBR Food Industry Week spoke to one parent who wanted to remain anonymous.
The parent, whose daughters are 10 and 12, says the root of problems arising from campaigns such as this is the way kids are brought up rather than the marketing campaign itself.
“I don’t have any objection to the campaign, and I think it’s cleverly structured from a commercial point of view,” the parent says.
The cards are good value for money and the factual information should be commended.
“These campaigns can go pear-shaped for parents. My kids have come home from school with stories of children succeeding in nagging their parents to buy many more groceries than they normally would in order to secure a greater number of the sought-after cards.
“But in such cases I would suggest the parents take a good long look at why they’re bending to the will of their acquisitive little monsters.”
Campbell Gibson for NBR Food Industry Week
Fri, 24 Apr 2015
Fri, 24 Apr 2015
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Super Animals’ new pecking order
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