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PAK’nSAVE and TVNZ create media-first for 40th birthday
Collaborators PAK’nSAVE, TVNZ, PHD and FCB have revealed a media first for PAK’nSAVE’s 40-year anniversary.
In partnership with TVNZ, a bespoke digital advertising format has been launched nationwide, appearing alongside viewers’ favourite shows streamed on Connected TV or mobile.
When TVNZ+ users open the app they’ll notice a familiar face on the platform as Stickman himself takes over TVNZ+’s Splash Screens, the branded loading screen on entry.
The TVNZ+ ‘Shows you can’t miss this month’ promo will also get the Stickman treatment, both are spaces usually reserved exclusively for the TVNZ+ logo.
Stickman explores new territory
Lauren Ness, PAK’nSAVE senior marketing manager, says, “Our commitment to NZ’s lowest food prices means that our marketing dollars have to cut through in unexpected ways.
“As we began to plan for our 40th birthday we challenged our agencies to take PAK’nSAVE and Stickman to where we’ve never been, and by putting us where no brand at all has been before, I’d say PHD and FCB understood the assignment.”
Stephen Larsen, PHD group business director, says, “Aotearoa’s media industry punches well above its weight so standing out takes bravery, boldness and co-conspirators – this work tapped into each, asking our partners at PAK’nSAVE, TVNZ and FCB to come together to create work that none of us could achieve individually.
“We’re grateful to all our colleagues for this effort and we hope it brings a smile to viewers’ faces.”
Surprise and delight
The collaboration follows PAK’nSAVE and TVNZ’s ‘Stickman’s Summer Adternship’, an award-winning campaign that saw Stickman infiltrate TVNZ, featuring everywhere from end credits and TVNZ marketing assets, through to the phone lines when people called TVNZ’s front desk.
TVNZ’s chief revenue officer Valerie Walshe says, “We’re thrilled to partner with PHD, FCB, PAK’nSAVE and most of all our good friend Stickman.
“This is a first of its kind in New Zealand (and maybe even globally!). Our team are constantly seeking new opportunities and creative ways to deliver more for brands and marketers.
“This new format adds a bit of ‘surprise and delight’ without impacting the viewer experience,” Walshe adds.
FCB senior creatives Claire Herselman and Kat Tadaki say, “Stickman going all out 80’s to celebrate PAK’nSAVE’s 40th Birthday was a delicious moonwalking, flash dancing, crab walking fever dream.
“And what a treat to be able to give TVNZ viewers pure, unadulterated entertainment on top of their entertainment. Will Stickman bring back leg warmers? We think so.”
PAK’nSAVE opened its first store in Kaitāia in 1985, today there are stores in communities throughout Aotearoa.
The brand will be celebrating its 40th birthday throughout June and July with more exciting activity to come on its official birthday June 12 2025. Spot Stickman on TVNZ+ from June 10-23.
