McCann New Zealand and PAK’nSAVE have launched ‘Makeaways’, a new outdoor campaign encouraging hungry Kiwis to skip the takeaway queue and make their favourite fast-food meals at home for much less.
In tongue-in-cheek fashion, the campaign uses specific locations to show up at the exact moment and place a craving is most likely to strike, within eyeline of the restaurants selling those very meals.
Rather than telling people to resist their cravings, ‘Makeaways’ gives them permission to have exactly what they want, just for less. An insight from the Restaurant Association revealed that in the first three months of 2026 alone, Kiwis spent a staggering $1.1 billion on takeaways.
PAK’nSAVE campaign turns takeaway cravings into Makeaways
Lauren Ness, senior marketing manager of foodstuffs at PAK’nSAVE, said the campaign was about finding a simple way to help Kiwis make their money go further.
“At PAK’nSAVE, everything we do is about saving Kiwis money. So we wanted to find a way to intercept that moment when you’re hungry, you’re craving something, and takeaway feels like the only option,” Ness said.
“Instead of telling people they shouldn’t have what they want, we’re showing them they can skip the pricey drive-thru and make exactly what they’re craving at home, for much less using ingredients from our Pams range.”
From burgers and fried chicken to meatball sandwiches and pizza, each billboard displays the handful of ingredients you need to create your favourite takeaway at home.
The billboards are not only location-targeted, but address mealtimes too. As the clock shifts forward, the creative shifts with breakfast creative changing to lunch then dinner, resulting in an outdoor campaign that changes with the day and the cravings that come with it.
Leisa Wall, McCann Chief Creative Officer, said ‘Makeaways’ wasn’t about shaming Kiwis for their cravings, but embracing them.
“Every other supermarket is telling Kiwis to eat better. We’re telling them they can eat exactly what they want, at a fraction of the price. No guilt. Just ingredients,” Wall said.
The creative makes use of half of PAK’nSAVE’s iconic logo, with the ingredient line-up resolving into the second half of the brand mark. The logo becomes part of the idea itself: ‘Make the takeaway ,’nSAVE’.
While digital OOH is the hero of the campaign, ‘Makeaways’ is also supported by SEO, social and online recipes, ensuring the low-priced alternative is wherever and whenever takeaway temptation strikes.
Client credits – Foodstuffs / PAK’nSAVE:
Lauren Ness – Senior Marketing Manager
Jamie Hodgetts – Group Head of Brand & Planning Foodstuffs Customer
Agency credits – McCann New Zealand
