Top and tail of how Countdown’s Fresh comms evolved over the years. We came out of the gate telling the story about Countdown’s relationship with growers all over New Zealand and as we settled into that we waxed a tad more philosophical with the notion that Every Day’s a Fresh Day. Lovely cover of 70s Cat Stevens’ hit Morning Has Broken courtesy of Pete van der Fluit at Liquid Studios and New Zealand polka sensation Tom Cunliffe.

“OK, so the client’s name is Countdown.
The proposition is “Make Every Dollar Count”.
Anyone got any ideas about who we should use?”

“Skeletor?”

“You’re fired.”

In these dark and troublesome times in which we find ourselves, it’s reassuring to know that the people of New Zealand can still get on it. Because at Countdown, you can get as full as a tick for 5/8’s of swearword-all.