Back Then

New Zealand Marketing - - Contents - By Sebastian Mackay

In search of the

New World

The first New World/Four Square store opened in 1963 and the Food­stuffs-owned su­per­mar­ket chain, as the com­pany’s Face­book page proudly pro­claims, has been “tempt­ing taste buds” ever since.

Take a look at a mod­ern su­per­mar­ket, with its flu­o­res­cent lights and big box­i­ness, and the first store in Stan­more, Christchurch, seems fairly quaint in com­par­i­son (al­though the win­dow-sized sale posters are still in use to­day). But while the build­ings may have changed markedly, many of the same Kiwi brands are still avail­able.

Promotional im­agery from in­side the first stores shows shop­keep­ers in white aprons talk­ing to ladies in smocks, who, be­ing du­ti­ful, smil­ing housewives, are stock­ing up on prod­ucts from Chelsea, Ch­es­dale, Choysa and Kel­loggs.

Fast for­ward to 1989, and New World’s dou­ble page spread in the New Zealand Her­ald de­clares its 23rd birth­day with neon blues, reds and greens and a daz­zling cheer­leader (math­letes may no­tice this birth­day celebration would mean New World was founded in 1966, rather than 1963, but what’s a few years be­tween friends). Like many ads of that era—and of pre­vi­ous eras—it was all about the coupon and, of in­ter­est to gro­cery tax­onomists, it seems that tea tow­els, face cloths, rub­ber gloves and glasses were all cat­e­gorised in the va­ri­ety/hard­ware sec­tion back then.

On the com­pany’s 25th birth­day, two ar­che­typal hu­mans of the time show off their im­pres­sive bouf­fants, with “val­ued cus­tomers” re­ceiv­ing a com­mem­o­ra­tive an­niver­sary key ring (it’s not clear what the un­val­ued cus­tomers re­ceived). And un­doubt­edly from a sim­i­lar epoch, a glam­orous shop­per shows off her trol­ley in the car park (ea­gle-eyed bo­gans may no­tice the rem­nants of some clas­sic car park ‘rarkies’ over her right—and very well-padded—shoul­der).

Fur­ther on into the years we see ev­i­dence of a less re­stric­tive time with cig­a­rettes on sale at the Sil­ver­stream branch, the ar­rival of sta­teof-the-art point-of-sale tech­nol­ogy, and a still from a TVC show­ing that most glo­ri­ous of retro treats—fizzy drink in a glass bot­tle— be­ing de­liv­ered. Ahhh, those were the days.

Newspapers in English

Newspapers from New Zealand

© PressReader. All rights reserved.