At Versed, we’re all about finding clever, strategic ways to amplify the impact of our clients’ campaigns, so when Gilmours gave us the green light to launch a bold, B2B and B2C initiative across the North Island, we knew we had something special.
That “something special” became Helping Hospo, and Spring Into Your Local, a three-month integrated campaign that not only brought new foot traffic to hospitality venues across the country, but also earned us a nomination among the best at the New Zealand YouTube Marketing Awards.
The Campaign
Our challenge? Create a B2B and B2C campaign that supported Gilmours’ core hospitality customers, without confusing their brand positioning or diluting their B2B focus.
Our solution? Build a layered marketing campaign that celebrated local venues, put delicious food and beverages in the spotlight, and gave consumers a reason to show up (and keep coming back). With spot prizes, a grand prize pool, and a whole lot of good energy, Spring Into Your Local was a platform for connection, not just promotion.
On the B2B side, Helping Hospo was designed to position Gilmours as a true partner to hospitality businesses, not just a supplier. The campaign offered exclusive product discounts, high-value prizes, and marketing support to help venues drive foot traffic and boost margins during a traditionally quieter period. By equipping their customers with tangible value and a national-level promotional platform, Gilmours reinforced their commitment to supporting the success of local hospitality, building trust, strengthening relationships, and driving long-term loyalty across the industry.
Why We Entered?
We’re big believers in creative bravery backed by strategy. Entering the YouTube Marketing Awards was a chance to showcase the power of regional storytelling done right, and to celebrate what’s possible when a brand is willing to be bold, generous, and grounded in community.
Gilmours gave us the trust, the tools, and the territory to make it happen. And while awards aren’t the reason we do what we do, they’re a nice reminder that great work doesn’t go unnoticed.
What’s Next?
More of this. More campaigns that shift perceptions, drive outcomes, and make people feel something. Whether it’s through big-screen storytelling or small moments of surprise and delight, we’re here to help brands punch above their weight—with meaning and momentum.
“The Versed team were a fantastic partner to work with for our Helping Hospo campaign. Our business is complex with a lot of moving parts, but Rach and Dan took the time to truly understand the nuances of how we operate, which meant they delivered what we needed, when we needed it. Their extensive campaign experience shone through, bringing fresh thinking and innovative ideas to the table. We also really valued their personal connection to the Co-op and the FMCG industry – it brought genuine passion and purpose to their work. Working alongside the Versed team was a seamless experience, and we appreciated how responsive, reliable and collaborative Rach and Dan were – we couldn’t recommend them more highly.”
