The success of New World’s SMEG knife promotion, which ended Sunday, has drawn fire as some customers are left empty handed. 

The promotion ran from November 2, 2020 until January 24, 2021 and the supermarket told customers they were only able to redeem stickers, which they earned at a rate of one for every $20 spent, while stocks lasted. 

A Foodstuffs spokesperson told The Central App more than 1.1 million knives and knife blocks were redeemed over the last three months. 

“We brought in more than one million knives and every knife block the manufacturer could produce into New Zealand for the New World SMEG promotion,” the spokesperson said. 

“We run promotions like this over a long period of time, this one the longest for three months, enabling customers to steadily collect and redeem for knives and the knife block. 

“It’s not uncommon for stock to run low or out within the final week of a promotional giveaway, which is the case with the SMEG promotion.” 

The spokesperson would not be drawn into disclosing if any customers would be redeemed or compensated in any way. ( Continue reading below).

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Locally, one anonymous resident has said they have made a complaint to the Commerce Commission, while multiple people have lodged complaints with their local stores. 

When contacted by The Central App, a Commerce Commission spokesperson confirmed they had received official complaints. 

“Yes we have received complaints about knife blocks and the New World knife promotion, and they are currently being assessed.” 

On social media, locals were selling and trading stickers prior to the end of the promotion, with at least one person marketing homemade knife blocks to specifically fit SMEG knives.