New World’s adored collectable craze has, this year, been sliced and diced and turned into Little Kitchen. It’s new and exciting, it has some of previous year’s Little Shop favourite elements but this year New World is expanding the experience to include a little experimentation.
After searching the globe, New World discovered two exciting food architects from London, Bompas & Parr, who have helped create several food experiments which celebrate everything Little Kitchen is about, some of which can be recreated at home and promise to create excitement amongst kids of all ages.
Sam Bompas and Harry Parr broke into the London culinary scene several years ago and are best known for their glow in the dark jelly, flavoured fireworks as well as turning famous London landmarks into jelly. Their talents have been showcased at some of the biggest events in London and Europe – and now they are bringing their unique take on food to our shores.
Sam Bompas says “We can’t wait for Kiwi kids to start experimenting and mixing up every day household products and turn them into awesome creations such as glow the dark ice cream, flavoured clouds and musical sausages.”
“We are passionate about the history of food and incorporating crazy ideas into every one of our projects. We were delighted when New World approached us to help them bring to life this year’s promotion and we have really challenged ourselves to think creatively when we designed some of the experiments,” he says.
Steve Bayliss, General Manager of Marketing for Foodstuffs New Zealand says New World wanted to take their collectable promotion to another level this year by centring it around the kitchen.
“We know that our customers really loved Little Shop I and II but this year it was time to add a bit of a twist and Bompas & Parr have certainly injected some really interesting elements.”
“We’ve made sure that we kept the favourite aspects from the previous campaigns, the mini collectables, but this year they have been given a makeover,” he says.
There are now 38 new mini collectables in the set each with their own special effect such as glow in the dark feature, scratch and sniff panels, colour changes with temperature and sound elements. There will also be limited edition bonus mini collectables, to be discovered across the campaign.
“New World really wants to see families back in the kitchen enjoying baking, making and experimenting with everyday items that you can purchase from your local New World,” says Bayliss.
This year the new accessories are a selection of fun colourful practical kitchen items such as cupcake baking sets, fun character utensils, cookie cutters, a pig and chicken chopping board set and lots more cute merchandise guaranteed to get your little ones baking in the kitchen.
Customers will receive a sealed package containing a mini grocery collectable and a Little Kitchen activity, Lab Note, with every $40 spent at New World.
This year’s collection sees the return of some of New Zealand’s most popular brands such as a mini Anchor milk bottles, Wattie’s Tomato Sauce, Dole Bobby banana, Golden Crumpets and many more. Each mini has its own special Lab Note, a unique recipe or experiment to entertain and delight.
The Lab Notes are an instruction manual to encourage or inspire families to get into the kitchen and experiment with the ‘big’ version of the mini collectable. For example use Morning Fresh dishwashing liquid to make bubble art or turn Griffin’s Superwines into yummy Marshmallow Balls.
There will also be a number of supplier activations in store giving customers plenty of chances to win Little Boats, Little Kitchens, holidays, cars and lots more.
For more details check out www.littlekitchen.co.nz
