Kitchen Warehouse and (Eastern)Block close out 60 Days of Prepmas on Christmas Day
With Christmas only days away and preparations in their final stages, 60 Days of Prepmas is set to conclude on Christmas Day. Launched by Kitchen Warehouse in collaboration with (Eastern)Block and Nova, Prepmas has delivered a new radio spot every day since 27 October.
The campaign has been quietly redefining what a retail radio campaign can be. Sixty daily prompts, no repeats and no gaps – methodically guiding humans through the emotional and logistical chaos of Christmas preparation.
At the centre of the campaign is Mary Prepmas, Kitchen Warehouse’s AI-powered seasonal assistant. Calm, precise and gently patronising, Mary was programmed to guide humans one day at a time, offering structure, reassurance and the occasional reminder that assistance was, in fact, required.
Across the campaign, 60 bespoke, human-written radio spots have aired exclusively on Nova, each running for just 24 hours before making way for the next. From what Mary can ascertain, 60 Days of Prepmas is one of the largest radio campaigns ever undertaken.
Simon Lamplough, Chief Customer Officer at Kitchen Warehouse, said the campaign reflects the brand’s long-standing relationship with Christmas preparation.
Kitchen Warehouse is the perfect place to come and get organised if you’re hosting this year. Prepmas has helped us show up every day with useful tips and prompts. The response – and the sales results – suggests it struck the right balance between help and humour.
Josh Mullens, Head of (Eastern)Block, said: “The project was never about scale alone. Prepmas was designed as a system rather than a stunt. It plays to what radio does best; timeliness, context and consistency – and shows how the medium can behave as something living, responsive and genuinely helpful in the lead-up to Christmas.”
60 Days of Prepmas will conclude on Christmas Day, with all radio spots and video content available at prepmas.com.au.
Credits
Client: Kitchen Warehouse
Chief Customer Officer: Simon Lamplough
Head of CRM & Loyalty: Justine Murphy
Creative & Stylist: Jo-Anne Pabst
Social Media Manager: Marguerite Jordaan
Marketing Assistant: Emma Foreman
Social Media Assistant: Aaliyah Nickerson
Brand Studio: (Eastern)Block
Head of (Eastern) Block & Production: Josh Mullens
Campaign Creative Director: Mark Braddock
Design Creative Director: David Storey
Creative Team: Davood Tabeshfar, Mark Braddock
Senior Designer: Jack McAuliffe
Prepmas Board Collaboration: Studio Dive
Media Partner: Nova
Group Commercial Director: Antonell Doyle
Senior Account Director: Marcelly Van Santen
Sales Implementation Executive: Georgia Shepherd
Campaign Strategist: Laura Thuerigan
Register for FREE HERE and receive the Campaign Brief WA Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.
