PAK’nSAVE: New Zealand's Most Consistent Brand

Warehouse-style supermarket PAK’nSAVE maintained its perception as New Zealand’s lowest-priced supermarket through an eight-year-long campaign featuring Stickman, a character representing the brand’s values.

Campaign details

Brand: PAK’nSAVEBrand owner: Foodstuffs New Zealand LtdAgency: FCB New ZealandCountry: New Zealand

Market background

PAK’nSAVE is a warehouse-style supermarket offering New Zealand’s lowest grocery prices.

Low-price position under attack

In 2007, PAK’nSAVE was under threat. Woolworths Australia had purchased Progressive, including supermarkets Foodtown, Woolworths NZ and Countdown, and had begun offering benefits like fuel discounts and their loyalty programme ‘Onecard’.

In 2009, Progressive began consolidating the three supermarkets into one monster brand: Countdown. This new brand would use massive Australian buying and marketing power to attack PAK’nSAVE’s low-price position.

Countdown’s advertising...

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