New World Waka Kai


It’s a world first!

In New Zealand, New World supermarket are bringing the groceries to the people. It is online grocery ordering like never seen before – using a Sealegs (amphibious boat) craft, we are bringing online grocery orders direct to holiday-makers and beach dwellers, this festive season.

The much loved paradise of NZ’s Coromandel Pensinsula is stunning and well populated in the summer months – with pristine beaches, native forests, and glistening seas.  There is, however, geographical challenges for those at the remote beaches, to receive their groceries and day to day essentials – it usually requires a min of 30 – 50 min drive on windy roads to the nearest supermarket.  Not ideal.

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New World has come to the rescue, and Because Creative Experiences are proud to produce this campaign – New World Waka Kai (waka=boat, kai=food in te reo Maori), by bringing the grocery orders directly to the beaches this summer.

We are reducing traffic on the busy peninsula roads, and solving a real pain point for people – the boats drive right up on the beach, ready for customers to come and grab their order.

New World approached creative agency Because to activate this logistical and high level OSH campaign – and we are immensely proud to do so for such an iconic New Zealand brand, not to mention, solving an issue for these north island shoppers.

Because are producing everything from branding on the boat, the entire consumer experience, to managing permits, logistics, staffing and health and safety, so to create a customer experience that will impress, excite, and surprise.

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Laura Haden, Senior Event Producer of Because, commented: “Immediately the sense of community support and involvement – from customers to crew – has been felt since the minute Waka Kai took to the water.  A favourite at the recent Whitanga Christmas parade – even the dolphins have joined us on the water!  Not only solving a consumer challenge – the Waka Kai is bringing beach communities together and allowing families to spend more time together over the festive period.  The response has been immense and we are thrilled to be working on such a heartwarming and valuable campaign.”

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Joanna Braeckel, Corporate Affairs Manager for Foodstuffs NZ said ““The Because team have brought to life a brand first, a New Zealand first and quite possibly, a world-first for us. New World Waka Kai is a customer-focused solution that addresses an age-old problem everyone can relate to – needing to get groceries and other essentials during the holiday or summer period, but not wanting to spend the time in traffic, waiting in the queue or frankly, going on a mission! Families want to spend their summer at the beach and unwind, and Waka Kai enables our customers to do just that. We’re looking forward to working with Because Creative Experiences on other memorable, customer-driven initiatives.”

Author bio


I'm an award-winning radio marketer and event producer having created some of the largest events and activations for the biggest brands in New Zealand. I'm passionate about brands engaging with their consumers and stakeholders through magical experiences, with seamless delivery.