‘The 300’-Thankyou New Zealand Launch


The challenge

All major supermarkets had said they would stock Thankyou, which was great (no helicopters needed).

The only problem is we have about 13 weeks to prove ourselves. Products that don’t sell get dropped. We’d spent five years in Australia building awareness before we launched insupermarkets, and it was a success. To launch in New Zealand, we needed this level of support overnight.

The campaign

Like Mahatma Gandhi said, we believe “a small group of determined and like-minded individuals can change the course of history”.

We didn’t know how to launch in a new country, but we loved the idea of passing the baton. So we picked an impossibly small number, 300. We made 300 physical batons, gathered 300 Kiwi friends of friends, and literally passed the batons to them. We asked them to spread Thankyou to New Zealand, to at the least ‘Telltwo.co’. Showing how if they told two, who told two and this repeated just 13 times, the entire New Zealand population would know about Thankyou. We love the power of small.

The actions

'The 300' turned up to launch events, and along with other supporters who’d followed our story, took over social media on launch day. We were so blown away with what followed. Video insert. Big props to xxx jumping out of an aeroplane over the Franz Josef Glacier from the world’s highest skydive point.

The results

The first 13 weeks’ sales were incredible – one of the strongest launches to date. What happened after those 13 weeks became a two-year battle of our lives. New Zealand was a test market and it tested us. Those lessonss informed everything about our global launch. You can read about that here.

Media coverage