Nestlé NZ 140 Year Birthday Activation
JOB NO: 6966
RUN SHEET
Prior to Mall Activation
Read Non-Negotiable's Link at the bottom of the page
Read the Health and Safety Link at the bottom of the page
Ensure you are wearing clean black pants and black closed-toe shoes.
The uniforms are on site and must be worn. A jacket or apron should be worn over the polo shirt.
Hair must be tied up
Staff Parking
Parking will be reimbursed
You can pre-book your car park at Sylvia Park - sylviapark@park360.co.nz
Please keep the receipt of payment
At the Mall
Check into Parim (on your mobile phone)
Make your way to the stand and get ready for your shift.
The product should be taken out of the counter on the Glassons side of the stand. The key should be kept in the uniform container in the counter on the other side of the stand with the recipe cards, as this counter can be left unlocked.
Set up the central stand on arrival to match the photos below. The Maggi Soup should be displayed on the riser with the reduced cream rather than on the counter, as in the image below.
The cake should be kept on the riser to prevent damage, while the rest of the items can be taken from the risers and placed on the plinth top at the end of each day.
Background
From the first tin of condensed milk to Maggi meal bases and TUX dog biscuits, Nestlé has been in Kiwis’ homes for 140 years – woven into everyday moments, shared meals and family traditions. It’s a legacy built not just on food, but on community, innovation, and a deep connection to the Kiwi way of life. Today, Nestlé New Zealand is proudly building on its 140-year heritage – not just preserving the past, but shaping the future. We’re committed to staying a trusted part of Kiwi lives, continuing to deliver ‘good food, good life’ for generations to come. What better way to celebrate our birthday than with cake? We are celebrating our birthday with a week-long activation at Sylvia Park mall, asking Kiwis to “Guess which one is cake” and be in to WIN. Visit our Nestlé stand to view the products on display, scan the QR code and take a guess.
Challenges: Performance vs Objectives
People think we are a global brand, but we want them to know that Nestlé and our brands have been doing good locally and sustainably for 140 years in New Zealand. Nestlé New Zealand has been sharing GOOD food moments with you for 140 years. How GOOD is that? We aim to increase trust in the Nestlé brand.
Opportunity
Increase awareness of Nestlé's positive contributions associated with our product brands and show how we are relevant in the daily lives of New Zealanders. Hero, our local legacy, is to build trust and strengthen connections with both Nestlé and our brands.
Think: Nestle provides good food for a good life in NZ and has been for 140 years. Feel: Positive about and motivated to buy Nestle brands. Do: Buy Nestle brands.
Business Objectives
We have been in New Zealand for 140 years, and this demonstrates many things (sustainable business, good quality and tasty products that are relevant for and deliver value for Kiwi families, trustworthy actions...) This communication is the "aha" to remind consumers of good memories created through moments spent with our products and brands over the year
Marketing Communication Objectives
Strengthening the emotional bond between Nestlé and our Kiwi consumers by showcasing how our brands have been an integral part of their lives for generations, fostering a sense of connection, relevance, and trust. Nestlé New Zealand has been sharing GOOD food moments with you for 140 years. How GOOD is that?
Sampling Communication Objectives
To remind Kiwis of the nostalgia of the Best Ever Caramel Slice made with Nestlé Highlander Condensed Milk and Nestlé Bakers Choice Dark Chocolate Melts. Nestlé New Zealand has been sharing GOOD food moments with you for 140 years. How GOOD is that? There is also a recipe with a coupon for both of those products to give away, so Kiwis can make the slice at home for their families.
Communication & Sampling Strategy: How will we do this
Challenge: Be engaging, disruptive and fun to be unmissable and drive energy, word-of-mouth and an “always-on” feel that encourages maximum participation by Kiwi mall shoppers and walkers. Make it easy to enter and encourage everyone to “Guess which one is cake.” Tell your family and friends to come and join in the fun, and share the experience across their social media too.
Essential Factors to Consider: The mall is busy; we want to create a sense of engagement that is accessible and fun for everyone, one that is disruptive in an enjoyable way, with high talkability and is worth stopping to consider, such as “which one is cake”?
Consumer Information
Consumers care about quality, reliability and trust and shop across multiple categories. They want to purchase good products made by companies doing good things, locally. They interact with our products at different moments during their lifetime.
Consumers 35+ who have grown up using Nestle products but may not have a direct connection between the brands and the master brand.
Consumers 18-35 who have interacted with Nestle and our brands through social media and are less likely to draw the connection between our brands and the master brand.
Brand Information
Nestlé has been in Kiwi’s homes for 140 years – woven into everyday moments, shared meals and family traditions. It’s a legacy built not just on food, but on community, innovation, and a deep connection to the Kiwi way of life. Today, Nestlé New Zealand is proudly building on its 140 years of heritage and committed to staying a trusted part of Kiwi lives, continuing to deliver ‘good food, good life’ for generations to come.
This activation is one of celebration, fun, engaging for everyone and a sense of excitement to be in to WIN. We want to remind Kiwi consumers of our quality products and the memories and good food moments they’ve shared with us over the years and make another memory through this engaging experience that they can share with friends and family. Have a bit of fun and be in to WIN.
Introduction Line
“Nestlé New Zealand has been sharing good food moments with you for 140 years. How GOOD is that?!”
“Want to celebrate our birthday with us and be in to WIN? It’s easy, just have a guess at which one of our products on display here is cake!”
There will be Nestle products on display - one of the products is made into a cake
“Give our game a go, have a guess and be in to WIN a $1000 gift card!”
When Sampling in the weekend:
“Do you remember the first time you had the Best Ever Caramel Slice made with yummy Nestlé Highlander Condensed Milk and Nestlé Bakers Choice Melts? Come and grab a slice of nostalgia here and then have a go at guessing which one of these Nestlé products is cake to be in to WIN a $1000 gift card!”
Do not give the samples to children (under 16) they must be accompanied by an adult
Target Market
Consumers 35+ who have grown up using Nestle products but may not have a direct connection between the brands and the master brand.
Consumers 18-35 who have interacted with Nestle and our brands through social media and are less likely to draw the connection between our brands and the master brand.
Mandatories
BA’s must be dressed in uniform with tidy appearance and be “always on”, engaging consumers and encouraging them to “Guess which one is cake” to ensure maximum participation across the week, making the most of the natural foot traffic in Sylvia Park.
“Nestlé New Zealand has been sharing good food moments with you for 140 years. How GOOD is that.” Is the main takeaway message – we’re local, these are our family of brands and we want to share the celebration and fun with you today like we do everyday with good food moments for your family.
Giveaway A5 sheets with coupons as allocated per day
One slice of Best ever Caramel slice to be given to Each shopper
This is for Weekend only and 10.30 this will start - once the samples are gone thats it
Update in real time if any issues / barriers to QR code entry and guessing mechanic so we can ensure ease of experience and maximum participation.
Early identification and feedback back to Nestlé if the mechanic of “Guess which one is cake” is uniquely engaging – are people sharing it / interested? Do they understand the concept easily? This is important from Day 1 so we get a feel and can adapt as needed in real time.
At the end of the day please take everything off the counters and put them in the cabinets for storage
Report Form
Please read the attached report form so you so you know what information is required to be recorded at the store
Please click on the link below, which will take you to the report form
https://www.surveymonkey.com/r/HMCTW8Y