new world

waka kai

The challenge

The influx of holiday makers on NZ’s Coromandel Peninsula causes havoc for both supermarkets and their customers. To curb the stress for all involved, New World asked us to execute a logistically-challenging idea that would take grocery delivery to the next level.

The idea

Upwards of 500,000 visitors flock to the Coromandel each summer. To ensure people spent less time missioning for groceries this season, and more time having fun with their families; New World, together with Because, introduced the Waka Kai (waka=boat, kai=food in te reo Maori) delivery service to bring the groceries to the people.


We worked with New World to bring their next-level delivery service, which sees groceries go direct from the store to the shore by way of a Sealegs (amphibious boat) craft - Waka Kai.


When customers placed an ‘I Shop’ order with New World Whitianga, they could choose to have their order delivered by boat. Waka Kai would then conveniently drive direct onto the beach, ready for customers to saunter down and collect their fresh produce and essential items.


Pulling off this project took way more planning than just purchasing a boat. It was a logistical and high-level occupational safety and health (OSH) campaign. Because managed everything from the boat branding and the entire consumer experience, to managing council permits, maritime law, weather variables, logistics, staffing and health and safety.

We also offered sponsors the opportunity to use the boat as a ‘vehicle’ for sampling on the beach, surprising beachgoers and customers alike.

Because are experience makers, brand activators and content creators.
For almost 30 years, our pioneering campaigns have connected people with brands in extraordinary ways, changing beliefs and actions.