Post on 10-Mar-2020
media pack
FY19
mediahubCONNECTING
BRANDS ANDCUSTOMERS
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 32 | mediahubCONNECTINGBRANDS ANDCUSTOMERS
mediahubCONNECTINGBRANDS ANDCUSTOMERS
The Countdown Media Hub team is the central hub for all supplier marketing initiatives across Countdown.We provide an integrated, end-to-end, media solutions service that connects your brands with our customers.We are aligned with the Countdown Marketing and Category teams, enabling us to plan and execute campaigns at the most impactful times for our customers and your brands.
Through the Countdown Media Hub, we provide our supplier partners access to some of New Zealand’s most valuable media channels and the opportunity to talk to a captive audience, both in our stores and online.
Our ultimate aim is to help you drive sales, build customer engagement and increase brand exposure through effective, relevant and inspirational marketing activations at Countdown.
Contents4 How we work
5 Why invest
6-7 Media reach
8-9 Customer communication pillars
10-11 Customer touchpoints
12-13 Media – At home
14 Media – Out of home
15 Media – In-store
16-17 Media – In-store
18-19 Media – In-store
20-21 Media – Digital & Social
22-23 Media – Digital & Social
24 Case Study – New
25 Case Study – Try Me
26 Case Study – Win with Onecard
27 Case Study – Category event
28-29 Post campaign analysis
30-31 Creative specifications & media deadlines
TBC
Countdown Media Hub
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 5
The Countdown Media Hub is fully integrated into the Marketing and Category teams, whilst working in unison with all of our supplier partners.This enables us to build effective plans that; align with the Countdown strategy, run in conjunction with category priorities and deliver against individual supplier campaign objectives.This ensures that we provide consistent, relevant and impactful communications to our customers at all times.The Media Hub provides a comprehensive, full-service solution, from campaign conception, to execution and evaluation.
The team has expertise in all areas of campaign activation. From understanding your objectives and planning the most effective media mix, to implementing the campaign and undertaking relevant post campaign evaluation.
How we work Why invest
4 |
Drive sales
Increase brand awareness, loyalty and share of voice
Engage a valuable and receptive audience at key times during the shopper journey
Impactful, consistent and clear messaging through the use of the Countdown customer communication pillars
Bespoke, multi-channel campaign planning to maximise impact and deliver against your objectives
Alignment with events and key timings across the Countdown customer calendar
National campaign coverage, ensuring maximum reach across the NZ population
Targeted and personalised communications, delivered to the most relevant audience and reducing media wastage
Measure success and shape future activity through post campaign analysis
Countdown Media Hub
Campaign Specialists
Media Consultants
Media Analysts
Efficient, accurate and timely delivery
of campaigns
Multi-channel campaign planning
and shopper marketing activations
Evaluation of media effectiveness and measures of ROI
Deliver EvaluatePlan
| 76 |
nationwide
One of New Zealand’s largest media owners Connect your brand with a valuable audience, on a mass broadcast scale or through more personalised one-to-one communications
2.96m
active Onecardmembers
2.4m
956k
in-store customer transactions per week
Email subscribers
stores181The average shopper visits
times per week1.9
An online transaction takes place every
Mailer delivered to
households each week
Average email open rate
items picked every week
670K
2m+1.4m
unique website users per month
sessions per month1.9m 32m
page views per month
32%
321kFacebook followers
Stats are correct as of August 2018
seconds30
Media Reach
mediahubCONNECTINGBRANDS ANDCUSTOMERS
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 9
Introduce and highlight NPDThe launch is a key stage in the product lifecycle. It is important to make customers aware of the product, provide them reasons to purchase and stand out from the competition. The Countdown pink is a key differentiator, with shoppers associating it with new products
Inform, inspire and educateThe ‘Try Me’ pillar is used to inspire and educate customers at key activation moments. It is an opportunity to remind customers of product benefits, unique selling points and provide new ideas and suggestions on product use
Drive trial and excite with offersReach our most valuable customers through exclusive promotions that engage with the shopper, motivating them to shop the range of your products, build brand love and switch from competitors
Category Events
Seasonal Events
Communicate at key times throughout the year Seasonal events and themed activations are an integral part of our customers lives, providing them with additional reasons to purchase. They present opportunities for your brand to leverage our campaigns, putting your product front of mind at relevant times throughout the year
Participate in category-led initiativesPromote your brand across events in specific categories, through promotions, giveaways and stand-alone mailers. These events are key growth drivers, helping to draw in new or lapsed customers, whilst driving incremental sales for participating products
8 |
Customer Communications
The message you communicate to customers is just as important as the touchpoints you use. Our customer communication pillars are used across all media channels.
They provide customers with relevant and recognisable messaging throughout their shopping experience and enable suppliers to deliver clear and consistent communications across multi-channel campaigns.
Customer communication pillars
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AN OREO COOKIE, DELICIOUSLY COATED IN CADBURY CHOCOLATE
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Buy any Meadow Fresh 2L & swipe your Onecard to automatically go into the draw.
Promotion runs 13/08/18 to 09/09/18. See countdown.co.nz for T&Cs
Be IN TO WIN A
USA TRIPSKYCITY BREAKERS
10 | | 11
Customer Touchpoints
The path to purchase for shoppers is no longer a linear process. There is now an ever-growing number of touchpoints accessed in differing ways and at differing times throughout the customers decision making process. With media consumption becoming increasingly diverse, the ideal media mix is different for each activity, with no two shopper journeys being the same. Factors such as, campaign objectives, audience type, message, product and timing, all influence the choice of channels that should be activated as part of a campaign.
The Media Hub provides access to a range of effective media channels that enable suppliers to communicate to our customer base, across multiple touchpoints.
Customer touchpoints
mediahubCONNECTING
BRANDS ANDCUSTOMERS
Direct Mail
Online Delivery
Sampling
Commercial Radio
In-store Radio
Posters
Sampling
Checkout Media
Image Tickets
Product Spotters
Fins
Floor Graphics
Headers & Decals
Neck Tags
Online Shopping
EmailSocial
Mailer
Outdoor
External Digital
Digital & Social
In-Store
Out of Home
At Home
In Aisle
Out
of A
isle
mediahubCONNECTINGBRANDS ANDCUSTOMERS
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 1312 |
Countdown Mailer
Reach 1.4 million NZ households
Audience National
Opportunities Full Page Banner
Media information Communicate key product and price messages Drive brand awareness to a mass audience Countdown customers actively seek out products and offers featured in the mailer
Door-dropped to over 88% of all NZ households
Print communications, delivered directly to our most valuable customers
Direct Mail
Reach 2.4m active Onecard customers
Audience Targeted
Opportunities A4 Letter DL Postcard Bespoke
Media information Target specific customer segments with one-to-one communications Reduce media wastage, through personalised and granular targeting Drive trial, brand perception and conversion through promotion and sampling
Helping customers to plan for their next shop and providing solutions to inform their buying decisions
At home
Any pack purchasedfrom the UNCLE TOBYS
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This offer has been sent to you by Onecard. In accordance with the Privacy Act 1993, your name and address have not been provided to Nestlé New Zealand Limited.
If you no longer wish to receive promotional offers from Onecard or would like to update your address please visit countdown.co.nz or phone 0800 40 40 40(Mon-Fri 8am-8pm, Sat/Sun 9am-4.30pm)
Exclusive to Onecard
CD N
AT -
PG
01
$350each
Pre-packed Strawberries250gProduct of Australia
Whittaker's Chocolate Blocks250g
save 99¢
$4each
WK
04 1
6 -
22 J
uly
2018
Bluebird Twisties, Cheezels, Burger Rings or Rashuns120g
save $149
$1each
Fresh'n Fruity Yoghurt6 Pack
For delicious recipes, visit countdown.co.nz
WANT WARM MEAL IDEAS FORCOLD DAYS?
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save $190
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C/O
Shop our great specials at
Prices valid in-store and online until Sunday 22 July 2018
CD NAT 04 PG01
BREAKFAST & SNACKS
CD N
AT -
PG
06
Flemings Chewy Muesli 180g or Snacker 135g Bars
Dilmah Ceylon Tea Bags200s
Sanitarium Up & Go Liquid Breakfast 3 Pack
Sanitarium Muesli or Weet-Bix Bites 500-675g
Arnott's Shapes110-190g
Harraways Oat Singles 300-400g, Scotch or Rolled Oats 800-850g
VitaSoy Almond or Coconut Milk 1L
Airborne Clover 500g or Arataki Manuka 250g Honey
Macro Almonds250g
$2each
WK
03 0
9 -
15 J
uly
2018
O&GCrunchy Granolaor Bircher Muesli425-450gCrunchy Granola & Bircher Muesli
$5each
each
$ 10
$4pack
$5each
$3each
Nestlé Milo 530g, Uncle Tobys Cheerios 580g or Milo Cereal 700g
since 23.04.2018
each
$7Cadbury Drinking Chocolate400g
since 23.04.2018
each
$4
was $399 on 10.04.2016
any2for
$4 or$250
each
$890each
save from65¢
OnecardClub Price
$750Non-Club Price
each
$6
Twist Junior Juice 8 Pack or UFC Coconut Water 1L
$4each
Griffin's MallowPuffs, ToffeePops, Squiggles, Macaroon or Sultana Pastie 185-215g
$350each
save $119
$230each
CD NAT 03 PG06
our low prices every day
™
Media Channels
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 1514 |
In-store RadioMaximise impact in-store through an audio communication
Influence the customer at the point of purchase, where the majority of buying decisions are made
Reach 2 million+ shoppers per week
Audience National
In-store
Out of aisleCommunicate to customers throughout their entire shop
Commercial RadioConnect with the masses through national stations, or local audiences through regional stationsReach Campaign dependent
Audience National or targeted
Opportunities Multiple frequency, spot length and creative variations
Media information Listeners build close relationships with their chosen radio station and trust the messages they deliver Bespoke creative for each campaign ensures individuality and stand-out Specific audience demographics can be targeted
OutdoorHigh frequency, broadcast medium that can reach multiple audiencesReach Campaign dependent
Audience National or targeted
Opportunities Adshel formats (print & digital)
Reach 2 million+ shoppers per week
Audience National
Opportunities Window poster (A0/A1) Off-location posters (A3 or A4)
PostersCommunicate key messages at store entrance and off-location
Opportunities Multiple frequency, spot length and creative variations
Media information Communicate clear and simple messages around price and promotional activity Raise share of voice in-store Navigate customers to the location of your product
Media information Directional medium that can activate a purchase decision Scalable medium that can reach a national or local audience Tailored packages, planned in proximity to Countdown stores
Out of homeIncrease brand awareness and recall, by connecting with customers whilst they go about their daily lives
Media information Product and price messaging Increase brand presence across the store Add impact to off-location displays
Media Channels
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 17
Checkout Media Aisle
Fins
Sampling
The last opportunity to communicate with customers before they exit the store
Signpost your brand and create cut-through in-aisle
Encourage customers to trial your product when they are in a buying mindset
Reach 2 million+ shoppers per week
Audience National
Opportunities Checkout wrap Checkout bar
Media information Stand-alone medium, not competing with any other channel Last message before the customer completes their transaction Ideal for products with a lower frequency of purchase
Reach 2 million+ shoppers per week
Audience National
Opportunities Fin (sml or lge) Fin & Pad (sml or lge)
Reach Campaign dependent
Audience National or targeted
Opportunities Various daily sessions on a store by store basis
In-aisleCommunicate to the customer whilst they are shopping the aisle and at shelf-edge
Media information Drive trial and conversion Introduce customers to NPD or new SKU variations Educate customers on product features and benefits
Media information Place your brand at the forefront of the shopper’s mind at shelf-edge Highly visible, throughout the aisle Inspire and educate at the point of purchase
Out of aisle
Product Spotters Highlight specific products at shelf-edgeReach 2 million+ shoppers per week
Audience National
Opportunities Right angle identifier Wobbler
Media information Brand or product and price messaging Call-out the product within a specific bay, over and above competition Visible down the aisle or facing the shelf
16 |
Media Channels
In-store
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 1918 |
Neck tags & On-pack stickers
Headers & Decals
Additional communication that can be added to the product
Category specific opportunities throughout the store
Reach 2 million+ shoppers per week
Audience National
Reach 2 million+ shoppers per week
Audience National
Opportunities Aisle-end headers Door decals Chiller decals
Media information Bespoke opportunities, tailored to location and in-store space High stand-out media in specific areas of the store Available in selected stores, dependent on format
Image Tickets Add a product image to your price ticketing at shelf-edgeReach 2 million+ shoppers per week
Audience National
Opportunities 4UP Ticket
Media information Highlight product, along with key price communication Low cost medium for driving stand-out on shelf Multiple price mechanism templates available
In-aisle
Floor GraphicsHigh impact medium that grabs the customer’s attention in-aisleReach 2 million+ shoppers per week
Audience National
Opportunities Multiple sizes (sml, reg, med, lge)
Media information Disrupt the shopper journey in-aisle Highlight product location and navigate customers to your brand Multiple positioning options available
RaPiD_PP_WK04While stocks last. Valid Monday 16 July to Sunday 22 July 2018.
McCain Garden Greens 500g
each
$230
special
RaPiD_PP_WK52
Heinz Seriously Good Pasta Bake Range 500-525g
San Remo Lasagna Large Family Pack 375g
While stocks last. Valid Monday 18 June to Sunday 24 June 2018.
$250each
$350each+ =
Opportunities Neck tag On-pack stickers
Media information Promotional or educational communications Increase stand-out on-shelf Time sensitive and seasonally relevant messages
Media Channels
In-store
mediahubCONNECTINGBRANDS ANDCUSTOMERS20 |
Online Shopping
Online Delivery Sampling
Communicate with these high value customers
Surprise and delight customers by giving them the opportunity to trial your product
Reach 670,000 unique website users per month
Audience National
Opportunities Banners (Homepage, Department, Product group) Branded shop Bespoke
Media information Key brand or price messages Feature at the top of the page, driving awareness, trial and stand-out High growth medium, with a higher than average basket spend
Reach Campaign dependent
Audience National or targeted
Opportunities Target by product type or specific brand
Media information Reach a receptive audience, already purchasing similar products Encourage trial and conversion Build brand perception by providing customers with a free product
Engage and influence the fastest growing customer group
9:45 AM 100%iPad
Free Vector (.ai, .eps)
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| 21
Media Channels
Digital & Social
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 2322 |
External Digital
Social
Targeted communications reaching highly engaged, valuable customers
Targeted advertising via multiple display networks
Utilise Countdown’s social community to drive interaction with your brand
Reach 956,000 email subscribers
Audience Targeted
Opportunities Solus email (eDM) myCountdown banner
Media information Reach relevant customer segments, more likely to engage with your brand message Encourage trial through the use of targeted offers and promotions Automatically load offers to the customers Onecard, through our targeted offer platform
Reach 321,000 followers
Audience National or targeted
Opportunities Facebook (Wall posts, Dark posts, Giveaways) Bespoke content
Reach Campaign dependent
Audience National or targeted
Opportunities Multiple banner formats
Media information Create conversations and generate interest Increase awareness and advocacy by connecting with Countdown’s loyal followers Target those customers most likely to engage with your brand
Media information Communicate product and price messages within the Countdown communication pillars Opportunities to reach specific customer segments through targeted, programmatic ad buying Scalable medium that can be successful at any budget level
Digital & SocialMedia Channels
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 25
Case Study Case Study
Inspiration is vital to differentiate the brand and engage customers hearts, with shoppers increasingly looking for more than just a good product at a good price
New products are important to grocery shoppers, with a high proportion purchasing something new in their last trips. Countdown shoppers actively look for new things to add excitement to their shop
Sanitarium, Flox
Unilever, Magnum Pints
ResultsResults
MethodologyMethodology
Sanitarium exclusively offered Countdown customers a free limited edition Flox shopping bag, when they purchased any 3 Sanitarium branded products. The campaign was live for a 2 week period, and targeted both customers on a national scale and a specific target group.
A 6 week integrated campaign that utilised key touchpoints throughout the shopper journey. Activity included two bursts in the Mailer and a strong in-store presence within the frozen category. The campaign reached over 88% of all NZ households via the Mailer, and 2 million+ customers each week in-store.
Results drawn from total sales and units data Weekly average data - campaign period versus 13 week pre period YOY campaign weeks, FY17 versus FY18
Results drawn from total sales and units data 6 weeks - pre, during and post Total brand sales and units
increase in average weekly sales for campaign period
growth in YOY sales
increase in units across the Magnum brand for the campaign period
eDM open rate of
growth in post campaign sales versus pre campaign performance
additional units sold on average per week during the campaign
6%
76%17% 11%
18% 39,147Mailer Full Page, Mailer Banner
Freezer Door Decal
At home
In-store
Mailer
Aisle Fin, Wobbler
Solus email, Online Shopping - Department banner, Homepage banner, Product group banner
Digital & Social
At home
In-store
Media touchpointsMedia touchpoints
Exclusive to Onecard
24 |
growth in overall Magnum brand sales for the campaign period
22%
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 27
Case Study Case Study
Category Events
Exclusive offers to our Onecard customers give them an exciting incentive to engage with your brand. These offers can encourage trial, build brand perception and ultimately help to drive sales
Events help to draw in new and lapsed customers, providing excitement, theatre and an additional reason to shop at Countdown. Participating products often see a positive growth in sales during the event
Heinz Wattie’s, Wattie’s Kiwi Dream
Health & Beauty event
Results Results
MethodologyMethodology
Heinz Wattie’s offered Countdown Onecard customers the opportunity to win their Kiwi Dream, to the value of $500,000. Customers who purchased 5 or more Wattie’s products in a single transaction were entered into the draw. The campaign was live for a 3 week period and included numerous price promotions, significant Mailer coverage (front page placement) and activation across multiple channels.
Results drawn from total sales and units data 3 week pre period versus campaign period YOY campaign weeks, FY17 versus FY18
Results drawn from total sales and units data Weekly average data - campaign period versus 9 week pre period YOY campaign weeks, FY17 H&B event versus FY18
Digital & Social
growth in sales across participating products for the campaign period
growth in sales across participating products for the campaign period
During the campaign period category sales increased by
increase in online sales during the campaign
increase in YOYsales across thetotal category
online sales growth YOY
Average units sold per week across the category increased by
additional units sold during the 3 week campaign
28% 22% 3%
40% 6%15% 7%
940,396 Media touchpoints Media touchpoints
Valid for purchases of five or more Wattie’s products in a single transaction between 21/05/18 and 10/06/18. Draw will be held on 13/06/18. Visit countdown.co.nz for full terms and conditions.
1 LUCKY
SHOPPER DRAWN will get a
1 IN 100 chance of WINNING
$500,000 or a guaranteed
$20,000!
$500,000Kiwi Dream
PLAY FOR YOUR CHANCE TO WIN YOUR
YOUR KIWI DREAMTO THE VALUE OF
Purchase any 5 Wattie’s products, swipe your Onecard & you’re in the draw to get a chance at winning $500,000.
Valid for purchases of five or more Wattie’s products in a single transaction between 21/05/18 and xx/xx/18. Draw will be held on xx/xx/18. Visit countdown.co.nz for full terms and conditions.
$500,000PLAY FOR YOUR CHANCE TO WIN
1 LUCKY
SHOPPER DRAWN
will get a 1 IN 100
CHANCE OF WINNING
$500,000 or a guaranteed
$20,000!
TO THE VALUE OF
Purchase any 5 or more Wattie’s products between 21/05/18 and 10/06/18, swipe your Onecard and you’re
in the draw to get a chance at winning $500,000.
The Health & Beauty event took place over a 2 week period, across all Countdown stores. 464 products participated in the event, from across the toiletries, health & wellness and healthcare categories. Participating brands were integrated into the campaign across a number of channels.
26 |
Stand-alonemailer
Right angle identifier,Pelmets, Radio,Floor Graphic
Solus email (Edm), myCountdown banner, External DigitalDigital
& Social
At home
In-store
Mailer
Radio, Window poster, Wobbler
Facebook, Online shopping - Homepage banner, Department banner
At home
In-store
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 29
Post campaign analysis
28 |
$ sales
18%
Unit sales
3,200
Brand haloFeatured product
$21k
89%
13%
Online sales
At the Countdown Media Hub we recognise how important post campaign evaluation is to understanding the results and ROI for your campaign.We will work with you to identify what success looks like for your brand, and can create evaluation reports using the range of analysis tools available across the Countdown business.
All multi-channel campaigns with a media value of $35,000 or more will receive a standard post campaign overview.
Bespoke, more advanced campaign analysis reports are available subject to reporting requirements and data availability. Utilise sales & units
measurement to provide a view of success
Simple briefing process via Media Consultants
2 week turnaround time from end of measurement period
Key media statistics and results included
Reporting overview and output
Key questionsDid the campaign drive incremental sales?
Did the campaign have a positive impact on brand?
Did customers engage with the offer?
How did on-line perform?
How can it help your business? Provides an overview of campaign activity Enables measurement against success factors Justify media spend Inform future media planning
Example outputs
Example insightsMedia helped drive 24% growth in $ sales
The halo effect of the campaign was an additional $72,000 in sales across the brand
12,341 customers redeemed the offer or took part in the promotion
Online sales accounted for 36% of total growth
Methodology Campaign measurements include; pre and post campaign, YOY or period on period Results drawn from total sales and units data On-line sales shown separately Analysis for participating products and overall brand
Post Campaign Analysis
Post campaign overview
mediahubCONNECTINGBRANDS ANDCUSTOMERS| 3130 |
Creative Specifications & Deadlines
Creative specifications
Media deadlines
All creative templates and media specifications can be located at our online portal:URL : Canopyapp.netUsername : supplier1@countdown.co.nzPassword : supplier1
Our lead times ensure that your activity is approved by all the necessary teams within Countdown and that your artwork is accurate and within specifications.
Campaign creative that is provided past these deadlines may result in the planned live date of the activity being delayed.
Lead times highlighted below are for the provision of the final campaign creative from suppliers. All deadlines are based on a specific number of weeks out from live date.
To ensure that your campaign goes live as planned, it is important that artwork is provided in the correct format and all lead times are adhered to. Mailer
8 weeks
Commercial Radio
4 weeks
Outdoor 4 weeks
In-store radio 3 weeks
Aisle Fins4 weeks
Online Shopping3 weeks
Online Delivery Sampling3 weeks
Aisle Fins & Pad5 weeks
Email 6 weeks
Social4 weeks
External Digital4 weeks
Image Tickets3 weeks
Headers & Decals 4 weeks
Neck-tags & on-pack stickers
3 weeks
Posters3 weeks
Floor Graphics4 weeks
Product Spotters4 weeks
Checkout Media 4 weeks
Sampling3 weeks
Direct Mail 6 weeks
Digital & Social
Out of home
At home
In-store
Creative specifications & deadlines
mediahubCONNECTING
BRANDS ANDCUSTOMERS
To learn more about the Countdown Media Hub, please contact the appropriate Media Consultant
or send us an email at countdownmediahub@countdown.co.nz