New Zealand Media and Entertainment has announced McCann New Zealand as the winner of the 2025 Imprint Awards.
It is the second year in a row that the agency has won the top prize.
The annual Imprint Awards celebrate the best in print advertising. It is a showcase of how creativity, innovation and craft can deliver meaningful brand impact.
Judged by a panel of industry experts across creative, marketing and media, entries were assessed on creativity, innovation and effectiveness. The panel noted the exceptionally high calibre of work submitted this year.
McCann NZ (formerly FCB Aotearoa) won for its Wrap’n’Save campaign created for Foodstuffs New Zealand.
It impressed judges, transforming a traditional print placement into something far more tangible and useful for consumers.
Clever practical solutions
The campaign reimagined a New Zealand Herald front wrap as functional Pak’nSave wrapping paper, complete with cut lines and instructions.
It turned the media placement itself into an immediate saving, delivering a clever, practical solution that could only be achieved through print.
NZME chief commercial officer – agency Greg McCrea says the strength of this year’s entries reinforces the ongoing power of print.
“Print remains a cornerstone of NZME’s business and a powerful platform for brands to tell stories, drive impact and connect with audiences at scale.
“The winning campaign from McCann New Zealand is a standout example of how our premium print brands like the New Zealand Herald, enable ideas that simply can’t be replicated in any other medium.”
Seamless integration
Imprint Awards executive judge and managing director at PHD New Zealand Amanda Palenski says the winning idea stood out for its seamless integration of idea, message and medium.
“The brilliant insight that anything can be a gift once it’s wrapped was brought to life through a simple but clever execution: turning the newspaper itself into literal wrapping paper.
“This distinctive, on-brand idea perfectly captured Pak’nSave’s playful practicality – transforming an everyday medium into something useful and memorable. It became a tangible extension of the campaign, living on in people’s homes and sparking conversations long after the newspaper was read,” she says.
Second year running
McCann New Zealand also celebrated the win: “We are thrilled to have won this competition for a second year running,” says McCann New Zealand chief creative officer Leisa Wall.
“Our creatives are constantly challenging themselves to think outside the box and this is a perfect example of that. It was a brilliant idea that boosted the brand and heroed the unique role that only print can play. We’re absolutely chuffed with the result we were able to achieve for Pak’nSave – it really is the Christmas gift that keeps on giving.”
As part of the prize, the winning team will travel to New York City, including five nights’ accommodation and an exclusive behind-the-scenes tour of The New York Times.
