Bargain Box and Yarn Create ‘Crowdometer’ to Save Kiwis From Supermarket Chaos

In the latest creative innovation, Kiwi meal kit company Bargain Box, in partnership with creative agency Yarn, has launched a digital out-of-home (OOH) campaign called the Crowdometer. This groundbreaking campaign uses real-time data to showcase the busiest times at supermarkets, providing a cheeky and stress-free alternative for Kiwis looking to skip the chaos of crowded grocery stores.

Fresh off winning at the LUMO 2024 Pixels Awards, this clever initiative brings together technology, creativity, and a touch of wit to remind New Zealanders that there is a smarter, less stressful way to manage dinner.

The Technology Behind the Crowdometer

Developed by Yarn, in collaboration with LUMO Digital Outdoor and Latch (a DOOH Software & Creative Studio), the Crowdometer addresses a common pain point: supermarket stress. By utilizing real-time Google Maps data and proximity targeting, this campaign delivers Dynamic Creative Optimisation (DCO) when supermarkets are at their busiest. LUMO’s digital billboards display live updates of supermarket crowd levels, encouraging passersby to skip the rush and instead opt for fresh, pre-portioned meal kits delivered directly to their doors.

The digital OOH initiative does more than just provide real-time updates—it also taps into New Zealand’s competitive supermarket culture. With headlines cheekily referencing top supermarkets like Pak’nSave, New World, and Woolworths, the Crowdometer injects a fun, playful tone into a universal experience.

A Smarter Way to Dinner

“We all know the feeling of walking into a packed supermarket after work—the stress, the claustrophobia, and sometimes the empty shelves,” says Yarn’s creative duo, Joachim Pearson and Oscar Randle. “With the Crowdometer, we’re reminding people there’s a smarter way to put affordable and genuinely good food on the table without the hassle. Bargain Box offers a better solution, and we’re thrilled that our idea won the top prize!”

Award-Winning Concept

The Crowdometer campaign recently took home the industry category top prize at the Pixel Awards. Judges applauded the innovative use of technology to deliver dynamic, playful, and engaging messaging. The campaign not only received a $5,000 cash prize but also a $40,000 media grant, allowing it to be brought to life on a nationwide scale.

“Supermarkets can be chaotic, but dinner doesn’t have to be,” says Anya Saikkonen, head of marketing at My Food Bag. “Bargain Box is proud to be New Zealand’s most affordable meal kit, delivering fresh, locally sourced ingredients to families. The Crowdometer campaign has been a fun and cheeky way to showcase our key value proposition: helping Kiwis eat better on a budget while saving time, money, and unnecessary stress.”

A Nationwide Rollout

Thanks to the Pixel Award win and the media grant, the Crowdometer campaign is now rolling out across New Zealand. The real-time updates on supermarket crowd levels, paired with the cheeky messaging, offer Kiwis a timely reminder of a smarter, easier way to tackle dinner. With the Crowdometer, Bargain Box is making sure that dinner is always a breeze—no matter how hectic the supermarket may be.

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