The Challenge

Health Basics had been manufacturing personal care products in New Zealand for more than 30 years.

The challenge wasn't proving the quality of the products.

It was reminding Kiwis why that mattered.

As imported competitors continued to flood the shelves, Health Basics wanted to reconnect with Kiwi consumers and reinforce one of its biggest points of difference: genuine New Zealand-made products.

The question was how to communicate that message in a way that felt engaging, memorable and distinctly Kiwi.

The Insight

Most brands would have approached this by talking about ingredients, manufacturing processes or sustainability credentials.

Instead, we looked for a way to make New Zealand-made entertaining.

We developed a creative platform called Made of New Zealand, built around the idea that genuine local manufacturing is something worth celebrating and protecting.

From there, we created a character who could bring the campaign to life.

Meet Mr Kiwi Made

To front the campaign, we created Mr Kiwi Made.

A self-appointed protector of Kiwi-made products whose mission is to investigate brands claiming to be made in New Zealand and determine whether they're truly walking the talk.

Part investigator, part national treasure, Mr Kiwi Made arrives at the Health Basics factory convinced he's about to uncover something suspicious.

Instead, every inspection reveals another reason to believe in the brand.

From locally sourced ingredients and recycled packaging through to New Zealand manufacturing, the campaign uses humour to communicate key product and brand messages without ever feeling like a corporate factory tour.

Bringing the Campaign to Life

Once the creative platform was established, our team managed the project from concept through to final delivery.

Our involvement included:

• Creative strategy and campaign development

• Character creation and world building

• Scriptwriting

• Storyboarding and visual planning

• Production management

• Casting and talent coordination

• Factory and location filming

• Direction and cinematography

• Campaign photography

• Editing and post-production

• Delivery of hero content, cutdowns and supporting campaign assets

By handling the project end-to-end, we ensured the campaign maintained a consistent tone and visual identity across every touchpoint.

Deliverables

From a single campaign shoot, we created a suite of content designed to work across multiple channels and customer touchpoints:

• 1 × Hero Campaign Film

• 4 × 30-Second Cutdowns

• 1 × 15-Second Cutdown

• Campaign Photography

• Supporting Creative Assets

This approach allowed Health Basics to maximise the value of the production while maintaining a consistent brand message across every piece of content.

The Outcome

The final campaign gave Health Basics far more than a single advertisement.

It introduced Mr Kiwi Made — a distinctive brand character capable of carrying future campaigns, social content and brand storytelling.

By building the campaign around a memorable character and flexible creative platform, Health Basics gained content that could work across digital, social, retail and owned channels while maintaining a consistent brand voice.

Most importantly, the campaign transformed a simple product claim into an entertaining and memorable brand story.

Because being made in New Zealand is one thing.

Being remembered for it is another.

Services Provided

Creative Strategy • Campaign Development • Character Creation • Scriptwriting • Storyboarding • Photography • Production • Directing • Cinematography • Post Production • Campaign Asset Delivery