Keeping the Easter Magic Alive this Weekend
A collective sigh of relief was heard across the country when
the Prime Minister deemed the Easter Bunny an essential worker. As
we head into the next two weeks of lockdown, there might be a
struggle to stay motivated or find inspiration to bring the Easter
spirit to life in our bubbles.
"It's important now more than ever to create memories
together that will have a lasting, positive impact when we look
back on this time," says Pippa Prain, New World Marketing and
CX Lead. "We want to make this Easter one to remember, not
because it happened during a global pandemic, but because we stood
together, took time to appreciate the little things and stood in
solidarity as New Zealanders".
New World and the New Zealand Government are inviting New
Zealanders of all ages to participate in The Big New Zealand Easter
Egg Hunt. "We can still celebrate Easter together, but in our
own bubbles," says Prain. Here's how it works: print an Easter
egg (online or cut one out in today's edition of
Northern Advocate, Bay Of Plenty Times, Rotorua Daily Post, Hawkes
Bay Today, Wanganui Chronicle), colour it the way you want to and
pop it in your window. "Plus, you can also get involved in our
New World Easter "Colour the Bunny" competition and have a chance
to win some New World vouchers to treat your family. Colouring
isn't just for kids, in fact, adults might find the exercise to be
cathartic and a nice activity to do together as a family."
What are New Zealanders eating this Easter
"The demand we've seen for flour is three times the normal,
so it's safe to say families are getting in the kitchen and keeping
the Easter spirit alive with homemade baked goods like hot cross
bun pudding and Easter egg nests. Since we're all home and have
time to do so now, we're also seeing customers try their hand at
more scratch cooking and refining their baking skills to include
homemade breads, which is in line with the flour and yeast
purchasing behaviour we've seen."
Scotch Fillet Steak
Party mix sweets
French vanilla ice cream
*referencing growth of specific item in this category.
(The above data is representative from New World I Shop's
purchases for the period of 30 March-5 April 2020 compared to 23
March-29 March. Source: Google Analytics).
The top rising products purchased online with New World last
week compared to the week prior are largely made up of potato chips
(some brands of potato chips are up 40% on the week prior), cheeses
(blue cheese in particular is up 26%), biscuits (chocolate biscuits
are up 34%), lollies, ice cream and even croissants (which are up
"Looking at recent New World I Shop online shopping sales
increases, we're seeing some of the household rules around
occasional or 'treat' foods relax as families reach for comfort
food including potato chips, biscuits and confectionery," says
Prain. "With every meal, snack, dessert or pick-me-up now eaten
at home, consumers are relying on convenience or comfort;
convenience to eat something simple and easy-to-make in between
conference calls or for the kids during home-schooling lunchtime,
or comfort to help relieve stress and perhaps give us a feeling of
nostalgia when we grab a nibble that was prevalent in childhood,
but not so much now in adulthood."
With no option for takeaways, New Zealanders are looking for new
inspiration every day to switch up meals and excite the family when
it's time to eat.
"Pre-lockdown, we saw customers reach for prepared meals,
like canned meals and instant noodles, pasta, mince, personal wash,
home cleaners, bacon, vitamins, canned veggies and long-life milks.
When we moved to full lockdown, purchases were in in line with
pre-lockdown purchasing behaviours, but there was an increase in
snackfoods, particularly chips."
Don't forget the baking and hot cross buns
However, it isn't Easter without everyone's favourite treat: hot
"Easter isn't Easter without hot cross buns. You can scoop
freshly-made hot cross buns up from the store next time you're in
for your big shop, or you can use your time spent at home to
finally try to make your own from scratch."
Breakfast in Bed? Try
hot cross bun French toast. Sweet tooth itching for something
hot cross bun bread & butter pudding. Want to impress your
partner? Try making
them from scratch.
"Whatever you end up cooking or baking this weekend, make
sure you treat yourself and celebrate the little moments together
in your bubble."
Covid 19 coronavirus: New World supermarket stats show Kiwis
feasting on comfort foods