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Welcome to the breakfast club for marketers. 

Brainy Breakfast, where New Zealand's marketing community connects, sharing ideas, swapping stories and sparking inspiration. 

Marketing in a Mood of Caution: From Selling More to Meaning More

In a landscape of uncertainty and rising costs, the role of marketing has shifted. This is no longer a moment for excess, escapism, or “buy more” messaging. It’s a moment for empathy, usefulness, and relevance.

The most effective brands are helping people make smarter choices, showing value without shouting it, and meeting customers where they are.

At this Brainy Breakfast, we’ll unpack the mood of the nation with insights from TRA, alongside two standout case studies of textbook mood-matching advertising from two local brands.

We’ll show you what consumers are really looking for, how not to talk to customers right now and how marketers can respond with creativity, clarity and care when everything, from budgets to resilience, is being tested. 

Your ticket includes:

  • A delicious breakfast + barista coffee
  • Inspiring speakers and expert panels
  • Actionable insights and ideas
  • Plenty of time to connect, chat and network

 

Sponsored by

TRA_Logo_Black_RGB
Pricing

Members: $99 + GST

Non-members: $149 + GST

Product Details

Date:
11/06/26

Time:
7:00am - 9:00am

Event Location:
Auckland

Venue Name:
The Maritime Room

Venue Address:
Princes Wharf, Auckland CBD, Auckland 1010

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Programme

Presentation
TRA – The Mood of the Nation

New Zealanders are navigating change in nuanced and evolving ways.

In a year shaped by economic pressure and global uncertainty, understanding how New Zealanders are really feeling has never been more critical.

TRA unpacks the emotional and behavioural landscape of 2026 - from caution and constraint to quiet resilience. This session will explore how sentiment is shaping decision-making, what consumers expect from brands right now, and where the opportunities lie for marketers to respond with relevance, empathy and impact.

  • The emotional state of Kiwi consumers right now
  • How uncertainty is reshaping behaviour and priorities
  • What people want (and don't want) from brands
  • Turning insight into action: how marketers can respond
Presentation
Case Study:
Griffin’s – Life Needs a Biscuit

In a market defined by caution and constraint, Griffin’s leans into the power of the everyday. Life Needs a Biscuit captures small, recognisable moments across Kiwi life - not as escapism, but as reassurance. It’s a shift away from big, polished FMCG storytelling toward something more grounded, human and emotionally true. The campaign reflects a nation seeking comfort, familiarity and small rewards, showing how brands can resonate by matching the mood - not distracting from it.

  • Everyday moments over aspirational lifestyles
  • Comfort, routine and emotional familiarity as value
  • No excess - just small, tangible rewards
  • A benchmark in quiet, mood-matched storytelling
Presentation
To be announced

 

Speakers

Adele Millin

Adele Millin

Client Strategy Director
TRA

TRA – The Mood of the Nation

READ BIO
Allison Yorston (1)

Allison Yorston

Marketing Director
Griffin's Snacks

Case Study: Griffin’s – Life Needs a Biscuit

READ BIO
Susannah Winger

Susannah Winger

Head of Brand & Loyalty
One New Zealand

Your Host & MC

READ BIO
Adele Millin

Adele Millin

Client Strategy Director
TRA

TRA – The Mood of the Nation

READ BIO
Allison Yorston (1)

Allison Yorston

Marketing Director
Griffin's Snacks

Case Study: Griffin’s – Life Needs a Biscuit

READ BIO
Susannah Winger

Susannah Winger

Head of Brand & Loyalty
One New Zealand

Your Host & MC

READ BIO
Adele Millin

Adele Millin

Client Strategy Director
TRA

TRA – The Mood of the Nation

About Adele

Adele is an accomplished qualitative research specialist with over 20 years’ experience across South Africa and New Zealand. She’s partnered with clients across retail, media, finance, and social research - moving between commercial and public sector challenges. A strategic thinker and self-confessed lover of gnarly questions, her work is grounded, sharp, and built to be used. 

She translates complexity into clarity, insights that organisations can act on - not just admire.

Allison Yorston (1)

Allison Yorston

Marketing Director
Griffin's Snacks

Case Study: Griffin’s – Life Needs a Biscuit

About Allison

Ali Yorston has worked on iconic brands across both sides of the Tasman.  Currently at the helm of Griffin’s marketing, her career history has taken her from fridges to lunchboxes, to breakfasts and afternoon teas, and from functional foods to fun food and beverages.  She believes everything should start with consumer orientation and lead you on a path of unlocking learnings to deliver commercial outcomes.   Ali loves a good problem to solve and often ‘bites off more than she can chew’ but all in service of pushing the boundaries of what is possible.

Susannah Winger

Susannah Winger

Head of Brand & Loyalty
One New Zealand

Your Host & MC

About Susannah

Susannah was instrumental in guiding Vodafone’s evolution into One New Zealand, leading the team at the heart of one of the country’s most significant brand transformations. With over two decades of experience in brand and marketing—half of that immersed in the fast-moving world of telecommunications and digital services—she brings a sharp strategic lens and deep industry expertise. Susannah is known for building high-performing teams and cultivating a values-led culture where people thrive. She’s a firm believer that long-term success starts with a relentless focus on the customer. 

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