A marketing professor thinks New World's latest pots and pans promo let customers down.

Customers have been collecting stickers to claim MasterChef branded cookware.

A Wellington customer claims some pans have run out across the city.

Auckland University Marketing Professor Mike Lee says you would think the supermarket would have enough stock.

"The customers thought they were going to get something, and that's why they spent that money at New World rather than any other retailer."

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