Browsing: Pak ‘n Save
Pak ‘n Save has given New Zealand a tasty makeover in a ‘NZ Made Deals’ campaign, via FCB, that has seen the country’s towns and cities renamed after food.
Every once in a while, brands jump onto their promotional soapboxes and take aim at what they see as their competitors’ flaws. And while this type of comparative advertising has existed for as long as competing brands have been being sharing shelf space, the Kiwi advertising space has served up a few interesting battles over the last few months.
Every year, brands tend to jump on special occasions with the enthusiasm of a cat attacking a red dot on a kitchen floor. And without fail this sees consumers inundated with promotional material related to Christmas, Easter, Valentine’s Day and pretty much any other day that has even slight significance to someone. So, in what has come to be an annual tradition, here’s a rundown of how various brands—including Google, Campbell Live, GrabOne and BMW—attempted to trick gullible consumers this year.
Every year, brands engage in a bit of April Fools’ banter by devising ridiculous new offers. And in keeping with its quirky promotional tone, Pak ‘n Save has this year sent out a release claiming to have have launched Pak ‘n Save, an on-site beauty service called Pak ‘n Shave.
Over the course of the last week, the nation’s major supermarket chains have been embroiled in a discount battle that the Herald has dubbed ‘bread wars’. The first shots of this this retail skirmish were fired on 17 July, when Countdown dropped the price of its budget white bread from $1.48 to only $1, a discount that was immediately promoted via radio and television advertisements under the ‘Price Lockdown’ banner that has been giving Kiwis reduced prices since October last year. On the very day that Countdown dropped its bread prices, New World released a similar campaign and shortly thereafter Pak ‘n Save did the same. And this effectively served as the next phase of a back-and-forth discount battle that has seen both Foodstuffs and Countdown taking aim at each other in numerous campaigns.
Michael Goldthorpe runs his own consultancy called Hunch and, inbetween doing actual work, he has written some wonderful things for StopPress over the past couple of years, the most wonderful being his extremely well-received piece on how “mad people are attracted to advertising, just as advertising is attracted to us”. So here he is writing some more about the year that was.
Lance Armstrong’s much-publicised interview with Oprah Winfrey made for prime social media fodder, with an array of quips, opinions and parody videos spewing forth following the confessions about his drug use (our favourite: “Hats off to Lance Armstrong. I tried to ride a bike whilst on drugs, hit a kerb and fell off and I wasn’t even going fast in France, just slow in Dunedin”). And, never one to miss an opportunity for a humorous contextual ad, Pak ‘n Save and DraftFCB have quickly climbed aboard the Doprah bandwagon too.
It’s been a rough ride, and with the whiff of restructure in the air, there will undoubtedly be a bit more roughness to come. But Telecom has steadied the ship in 2012 and, with Jason Paris at the helm and a resurgent Saatchi & Saatchi helping to create one of the best campaigns of the year, it is starting to get back on the goodfoot from a brand and storytelling point of view. Head of brand and insights Charlotte Findlay takes the stage.
Steve Bayliss had the Midas marketing touch at Air New Zealand and he seems to have transferred it to his role as group general manager of marketing at Foodstuffs, with the Pak ‘n Save brand continuing its top form and New World getting a long overdue—and almost universally applauded—refresh.
One of the smart things about Pak ‘n’ Save’s proposition is that it isn’t really based on price, it’s based on value. And that was proven recently when it was judged to be the best value brand in the country. Its entertaining corporate spokesstick Stickman has been beating that particular drum in his inimitable animated style for a few years now and DraftFCB’s self-reflexive, whimsical campaign is one of our favourites here at StopPress (not everyone likes him though). And the two latest spots reaffirm that.
Pak N Save’s Stickman is a cheeky wee chappy. And he recently peeved off a few militant vegetarians and upholders of political correctness with a recent Meat Week ad. But rather than bow down to the vocal minority, as often seems to be the case these days, DraftFCB and Foodstuffs had a bit of fun instead and decided to placate the flesh avoiders with a modified version.
The results of a survey into value perceptions of some of New Zealand’s leading brands were released yesterday at Westfield’s Retail Breakfast Seminar in Auckland. And Pak ‘N’ Save was deemed to be the best value brand in the country, followed by TradeMe, Bunnings and Mitre 10.
M&C Saatchi has had a good couple of years since snaffling three of AIM Proximity’s big dawgs. It won a host of new accounts last year, it recently added Orcon to the stable and it’s released some stellar work for the Police and Fire Service this year. Here’s what executive creative director Dave King made of 2011.