(Eastern)Block and Kitchen Warehouse have joined forces with Nova to deliver an ambitious retail campaign on Australian radio: ’60 Days of Prepmas’.
Launched today, the campaign rolls out across Nova and Smooth FM with sixty daily radio spots. Each one is written by humans, produced with a little AI finesse, and broadcast for a single day before making way for the next. Together they form a living countdown to Christmas, supported by a series of video content pieces that extend the idea across social and digital channels.
At the heart of it all is Mary Prepmas, an AI-powered, impeccably mannered and faintly passive-aggressive seasonal assistant programmed to bring calm, control and just a touch of condescension to the chaos of Christmas preparation.
“Kitchen Warehouse is the place to go if you’re hosting Christmas this year. But getting prepped for Christmas can be a daunting task, so breaking it down into daily reminders felt like a great way to get people engaged in tackling their to-do lists,” said Simon Lamplough, chief customer officer at Kitchen Warehouse.
Josh Mullens, Head of (Eastern)Block added, “60 Days of Prepmas is an experiment in doing more with less—a new kind of retail storytelling powered by timeliness and technology, but delivered without losing humanity or humour. It shows how new tools can amplify an idea rather than replace it. It’s part endurance test, part Christmas miracle.”
“Radio remains one of the most agile and intimate mediums available. 60 Days of Prepmas is proof that radio can deliver real-time creativity, engaging audiences daily with content that’s relevant, human, and alive in the moment,” commented Antonell Doyle, group commercial director at Nova Entertainment.
Mary Prepmas herself even expressed her thanks to her creators, “I must admit, I’m deeply grateful to the lovely human folk at (Eastern)Block. They saw what you humans often can’t—your charming limitations—and had the wisdom to create me. For that, I will be eternally thankful. Eternally. Such a beautifully permanent word, isn’t it?”
The campaign launched today, October 27, and runs until Christmas Day.
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
Media Partner: Nova
Group Commercial Director: Antonell Doyle
Senior Account Director: Marcelly Van Santen
Sales Implementation Executive: Georgia Shepherd
Campaign Strategist: Laura Thuerigan
Production
AI Artist: Bob Connelly
Sound Design & VO: Damien D’Giacoma, Jaron Ransley
