Kitchen Warehouse Wraps Up AI Prepmas Campaign

Kitchen Warehouse and Eastern(Block)'s '60 Days of Prepmas' campaign 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 single day since October 27th, quietly redefining what a retail radio campaign can be.

60 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' stands as the largest single radio campaign 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 here.