NEW WORLD’S – LITTLE GARDEN

KIDS GIVE BEES AND BUTTERFLIES A HELPING HAND

 

As part of a campaign to support the important role that bees play in the production of our food supply, New World (part of New Zealand food retailer Foodstuffs), launched the next instalment of its highly successful 2016 Little Garden campaign. The campaign aims to inspire Kiwis to grow their own food, and encourage children to be more interested in the environment while eating more vegetables.

 

Watermark Creative was commissioned to create a series of illustrations that could be applied to the packaging of 23 seedlings, out-of-home, digital and website executions. The team worked in collaboration with Colenso BBDO, who created the overall campaign.

 

The initiative was part of a loyalty program with a strong educational and sustainability message offering families and schools seedlings to grow on purchase of products. Government schools were sent trays of seedling pots, Leafcutter Bee Houses and Bumble Bee Nesting Boxes (made in Timaru by Creative Woodcraft). The idea is that the non-stinging, prolific-pollinating Leafcutter bees, do their job and pollinate school gardens.

 

“Creating a new style of food illustration is always a challenging and enjoyable experience,” said Watermark Creative Illustrator and company Director, Phill Small. “The project really resonated with me. It was fantastic to be involved in a project that didn’t involve plastic toys, was literally hands-on, outdoors and environmentally educational.”

 

The project has been applauded for its holistic approach giving both kids and parents an opportunity to understand the food production cycle and exposing them to the joys of growing their own vegetables. Of course, it also helps both parents and children understand what an amazing job our farmers do to provide food for us.

 

See more of Phill’s work here

 

For more information visit littlegarden.co.nz

Client

New World

 

Agency

Colenso BBDO

 

Credits

Artwork
Phillip Small

 

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