PAK’nSAVE is tackling the financial stress of gift-giving with its latest campaign via FCB Aotearoa that reminds shoppers that anything can be a gift once it’s wrapped.
The campaign shows shoppers how to rethink gift-giving demonstrating that every low-cost item at PAK’nSAVE, from sausages for the neighbours to wine for the teacher, or even a perfectly wrapped vegetable for that relative you barely know can be a present.
Lauren Ness, senior marketing manager at PAK’nSAVE said: “We asked NZ via our PICK-A-PREZZIE Instagram poll what they would rather get for Christmas – and the results proved that practical presents top the wish list! Who wouldn’t want a delicious meaty treat from the PAK’nSAVE butchery instead of another novelty gift that serves no purpose? Plus, by getting your gifts at PAK’nSAVE, you’ll have money left over for your own Christmas shopping. That’s a win-win in our book.”
Leisa Wall, chief creative officer of FCB Aotearoa said: “Buying gifts for teachers, coaches, neighbours, pet sitters, boyfriends mums, aunties you’ve hardly met and your mechanic is an expensive chore. This campaign celebrates gifting practically, in our cheeky PAK’nSAVE tone. Whether it’s sausages, cheese, a beetroot or a gift card, the message is simple and true – anything can be a gift once it’s wrapped. Come Christmas Eve, I’ll be an expert at wrapping watermelons.”
Matt Kingston, chief strategy officer at FCB Aotearoa added: “Positioning PAK’nSAVE as this year’s hottest Christmas gifting destination may sound a little ridiculous, but we felt it was entirely pragmatic. With more Kiwis feeling the financial pinch this Christmas, and gifting consistently ranking as one of the biggest sources of pressure, we wanted to help cost-savvy Kiwis by reminding them of the amazing range of great value products we have. And in the wave of overly sweet and emotional Christmas advertising, we wanted to tug on the purse-strings rather than the heart-strings in a way only PAK’nSAVE can.”
The campaign rolls out across a range of channels this December including a recent instore gift wrapping pop up and sign change out at PAK’nSAVE Albany, newspaper ads that double as wrapping paper, out of home, street posters, social, digital and TV.
Credits
PAK’nSAVE
Head of Marketing & CX – PAK’nSAVE: Jamie Hodgetts
Senior Marketing Manager – PAK’nSAVE: Lauren Ness
Assistant Marketing Manager – PAK’nSAVE: Paris Ball
Marketing Executive – PAK’nSAVE: Joshua Parker
Marketing Co-ordinator– PAK’nSAVE: Saskia Stone
FCB
Chief Creative Officer: Leisa Wall
Chief Strategy Officer: Matt Kingston
Associate Creative Director: Tim Gavriel
Associate Creative Director: Aaron Carbines
Senior Copywriter: Claire Herselman
Senior Art Director: Kat Tadaki
Managing Director: Jane Wardlaw
Group Business Director: Miki Hutchison
Account Manager: Lydia Holmes
Head of Post-Production: Corban Koschak
Senior Content Producer: Sara McConnochie
PHD
Group Business Director: Stephen Larson
Account Director: Rousseau Hewlett
Digital Director: Alex Crossan
