Industries · Retail & consumer brands
Media for retail and consumer brands in New Zealand
Seasonal peaks, promotions, ecommerce and shelf space. KBR plans, buys and measures media for retailers and consumer brands, building the brand people choose and driving the sales that matter this week.
The short answer
What does a retail and FMCG media agency do?
A retail and consumer media agency plans and buys advertising that builds brands and sells products. It balances long-term brand building with promotions, seasonal peaks and ecommerce, and increasingly with retail media at the point of purchase.
KBR has run campaigns since 2017 for retailers and consumer brands including Yamaha, Lighting Plus, Kiwi Property, La-Z-Boy, Farro, Moccona, DairyNZ, Regal Salmon, L'OR and BurgerFuel. We plan brand and promotional activity together and report on sales, not just reach.
Why it's different
What makes retail and consumer brands different
Brand and promotion
Short-term offers drive sales this week. Brand building keeps margins healthy over years. Plans need both.
Seasonal peaks
Christmas, Black Friday, back-to-school and category seasons create crowded, expensive windows that need planning early.
Online and in store
Customers browse online and buy in store, or the reverse. Measurement has to cover both.
Retail media
Supermarkets and marketplaces now sell advertising at the point of purchase, adding a new layer to plan and measure.
What we do
How we help
Brand building
Reach-led video, BVOD, social, programmatic and out-of-home that keeps your brand front of mind.
Promotions and seasonal peaks
Tactical campaigns planned ahead of key retail moments, with budgets ready to scale.
Ecommerce performance
Shopping, dynamic product ads and catalogue-based social campaigns optimised for revenue and ROAS.
Retail media
Planning and buying across retailer and marketplace media, connected to the rest of your plan.
Local and store-level targeting
Geo-targeted activity around stores and shopping centres, with footfall and store-level reporting where available.
Sales-linked measurement
GA4, ecommerce and sales data brought together so you can see what media actually sold.
How we work
From brief to results
- 01Calendar and prioritiesKey seasons, promotions, launches and the products that matter most.
- 02Plan brand and tactical togetherAn always-on brand base with promotional and seasonal bursts.
- 03Launch and optimise weeklyBudget moves to the products, regions and channels driving sales.
- 04Report on salesRevenue, ROAS and store outcomes by channel and campaign.
Experience
Retail and consumer brands we have worked with
- Yamaha
- Lighting Plus
- Kiwi Property
- La-Z-Boy
- Farro
- Moccona
- DairyNZ
- Regal Salmon
- L'OR Espresso
- BurgerFuel
FAQ
Common questions
How should retailers split budget between brand and promotions?
It depends on the category and margin, but most brands need both: brand activity builds the demand that makes promotions work, and promotions convert it. We look at your sales patterns and set a split you can test and adjust, instead of a rule of thumb.
Which channels work best for retail and FMCG brands?
Video, BVOD, social and out-of-home build reach for brands. Search, shopping and dynamic product ads capture people ready to buy. Retail media reaches shoppers at the point of purchase. The right mix depends on whether you sell online, in store or through other retailers.
What is retail media?
Retail media is advertising sold by retailers and marketplaces on their own websites, apps and stores, such as sponsored products in an online supermarket. It reaches people as they shop and can be measured against sales. We plan it alongside the rest of your media so it adds to your results rather than duplicating them.
How do you measure media for brands that sell through other retailers?
We combine the data available: retailer and retail media reporting, sales data you share with us, brand search and site behaviour, and controlled tests where possible. It is rarely perfect, but it is far better than judging media on clicks.
Has KBR worked with retail and consumer brands?
Yes. KBR has planned and bought media for 76 retail and consumer brands since 2017, including Yamaha, Lighting Plus, Kiwi Property, La-Z-Boy, Farro, Moccona, DairyNZ, Regal Salmon, L'OR and BurgerFuel.
Related services
Media strategy & planning
Channel strategy, budget modelling and KPIs linked to sales and leads.
Learn moreBuyingMedia buying
TV, BVOD, YouTube, search, social, programmatic, audio and outdoor.
Learn moreMeasurementMeasurement & analytics
GA4, dashboards, attribution, first-party data and verification.
Learn moreContentContent production
Video, photo, social and written content made for your channels.
Learn moreOther industries
Pharma & healthcare
Compliant media for pharmaceutical, medical device and consumer health brands, with TAPS approvals built in.
Learn moreIndustryEducation
Intake campaigns and course-level targeting for universities, polytechnics and training providers.
Learn moreIndustryAutomotive
Model launches, always-on search and dealer-level targeting, measured on test drives and leads.
Learn moreIndustryPublic sector & Crown
Public information and behaviour-change campaigns with transparent buying and reporting.
Learn moreIndustryEntertainment & leisure
Music releases, game launches, events and attractions, built for fast-moving fan and gaming audiences.
Learn moreIndustryFinance & insurance
Compliant campaigns for banks, lenders, KiwiSaver, investment and insurance brands, measured on applications.
Learn moreIndustryTravel & tourism
Airlines, airports, destinations and accommodation, planned around booking windows and seasons.
Learn moreNext step
Get a free media review
A 30-minute call with a senior strategist. We'll look at your current media, spend and reporting, and tell you plainly what we'd change.