© Special Group Limited // Level 1, 34-38 Drake St // Auckland Central 1010 // New Zealand // call +64 (0)9 846 2402 // email frontdesk@specialgroup.co.nz
23 September, 2017
Molenberg – Introducing The Molenberg Sandwich Shop in downtown Auckland.

Instead of a traditional comms campaign to extol the virtues of Molenberg as the ultimate sandwich bread, we devised the Molenberg Sandwich Shop to get the message across. The shop opened in the heart of downtown Auckland - 2 Queen Street.

The shop offered a range of five popular sandwiches, two breakfast toasties and coffee and drinks.

Molenberg invited New Zealanders to submit their ideas for a best selling sandwich online, then chose one a week to sell alongside the other sandwiches in the shop.

The twist was that the weekly winners got to keep all of the money that their sandwich made.

At the end of the campaign the five winners went head to head for the Grand Final week.

The winner, Hope from Auckland (with her Hello Halloumi sandwich) took top honours and walked away with the total takings of all the sandwiches sold that week.

The shop was designed up by Special from the ground up. The aim was to create a space that felt fresh and reflected a sense of everyday Kiwi goodness.

The bespoke Molenberg Sandwich Shop brand identity ran across every touch point: from packaging to menu cards, to uniforms and in-store posters.

As well as the physical shop, the campaign ran across social media, radio, outdoor, DM, point of sale, on packaging, sampling and was seeded through food, lifestyle and fashion blogs.

Did it reinforce Molenberg’s credentials as the ultimate sandwich bread? According to the queues out into the street at lunch times, it did.


Pop Up Now, Little Wolf Catering, Tony Brownjohn – Food photography, Kieran Scott – Shop photography