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Creative in association withLittle Black Book
New World and McCann Launch Biggest-Ever SMEG Collectables Campaign
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22/07/2026
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“A pro piece of kit makes you feel like a pro in the kitchen,” creative director Pete Wujkowski said of the Kiwi supermarket’s promotion
One of New World’s most beloved campaigns is back, with the return of the SMEG collectables promotion giving shoppers the opportunity to build a premium kitchen knives collection simply by doing their regular grocery shop.
The popular promotion marks the latest chapter in New World’s ongoing partnership with iconic Italian brand SMEG, following the success of previous campaigns.
Having launched in-store and online on Monday, the 12-week campaign rewards customers with one sticker for every $20 spent in-store or online, which can be redeemed across New World’s biggest-ever range of nine premium SMEG products.
Built around the concept of ‘Collect Like a Pro to Prep Like a Pro,’ the campaign brings to life the idea that everyone can feel like a top chef in the kitchen. Whether they’re creating consommé à la brunoise or a toasted sandwich, shoppers can collect, slice, carve and prep like a pro with premium SMEG knives.
The integrated campaign celebrates the transformation that happens every day when household cooks pick up quality kitchen tools, adding a touch of professional flair to every mealtime. It launched with a new 30-second TVC, and runs across digital, outdoor, social and in-store channels.
New World retail and loyalty marketing manager Sarah Austin said the campaign reflects what customers have consistently asked for — rewards that deliver lasting value and can be enjoyed every day.
“Customers have told us they love collectables they can actually use, so we’re excited to bring back our partnership with SMEG with our biggest range yet. Whether you’re cooking a quick family dinner or trying something new in the kitchen, these are products that can make everyday moments feel a little more special,” she said.
McCann New Zealand creative director Pete Wujkowski added, “A pro piece of kit makes you feel like a pro in the kitchen. We wanted to bring that feeling of confidence to life
The nine-piece New World SMEG collection includes four returning favourite knives from the 2020 campaign, the Vegetable, Utility, Meat, and Chef’s knives.
They join two new additions, the Small Santoku and Nakiri knives. Club+ members can also collect three exclusive products — The Cutting Board, Knife Block, and Set of Two Steak Knives — giving customers more reasons to scan their Club+ card throughout the promotional period.
Creative in association withLittle Black Book
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