Stickman sets the record straight on quality in latest PAK’nSAVE campaign via FCB New Zealand
Stickman, who usually loves having all the attention to himself, is happily sharing the screen with his first real-life co-star in a vibrant new campaign via FCB New Zealand, to myth bust and celebrate PAK’nSAVE’s top quality fresh fruit, veggies, meat and seafood.
The new campaign sets out to bust the myth that low prices, means less quality and PAK’nSAVE senior marketing manager Lauren Ness says it’s a challenge Stickman and his real-life friends are ready to tackle head on: “This is a tall tale so big, so New Zealand’s heroic Stickman is stepping out of his yellow and black comfort zone for the first time in his 14-year history to clear things up – although not a literal step, or he’d glitch the space-time continuum!”
Starting this week, the new ad shows PAK’nSAVE’s iconic Stickman reaching out to a PAK’nSAVE real life fresh expert to help him to set the record straight.
Says Ness: “We deliver New Zealand’s lowest food prices, but sometimes we find that there’s a perception when it comes to quality ‘you get what you pay for,’ which has never been further from the truth at PAK’SAVE. With the help of one of our fresh experts, we’ve tasked Stickman to demonstrate our fresh offering is top quality and remind customers they don’t need to risk paying more for the same stuff at other supermarkets.
“Our customers can be confident we’re focused on delivering New Zealand’s lowest food prices for them every single day. It’s true we deliberately compromise on things like having fancy stores and fittings to help us deliver low prices, but we never, ever compromise on the quality of the food.”
PAK’nSAVE’s fresh experts can be found in every produce, butchery or bakery section in stores across New Zealand. Dedicated professionals in their field, these experts are committed to delivering the very best fresh offering to their local customers, something Stickman was very keen to leverage in his new campaign.
Elliot Winstanley, (screen name Steve), is one of the hundreds of fresh experts in store – and by day works as a Butchery Assistant at PAK’nSAVE Silverdale. He was stoked to be involved and share the message of the quality at PAK’nSAVE.
Says Winstanley: “I mean working with the legendary Stickman is a chance you can’t say no to!
Says Ness: “Our fresh experts are passionate about what they do, and know all the best tricks of the trade. We knew we had to find an amazing expert who could really share all their knowledge with Stickman on his new quest.”
Says Leisa Wall and Peter Vegas, executive creative directors at FCB NZ: “Stickman has been asking us for years for the chance to shoot an ad in a real store. He was upset when he found out he wouldn’t be getting his own trailer, but cheered up when he discovered the onset catering was all the yummy fresh top quality PAK’nSAVE produce.”
Client: Foodstuffs (PAK’nSAVE)
Creative Agency: FCB New Zealand
Media Agency: PHD Media
Production Company: Reel Factory
Director: Tom Furniss
Executive Producer: Dan Watkins
Producer: Bex Morrison
DOP: Chris Watkins
Offline editor: Phill Gow
Grade/Online: Marc McCarthy
Sound Design: Clive Broughton / Factory
4 Comments
This is terrible and no need for it.. it’s a slippery slope when this kind of thing starts happening and I’m sure it came from the client, not the agency. One of the best, most consistent and most successful brands in NZ seems to have lost its way recently.. hope they sort it out.
it’s very rare that PaknSave put out a bad ad. This is one of worst under what is an amazing platform.
This is a mistake. It’s not surprising that people don’t think quality when they they think PaknSave, because over 14 years they’ve established themselves as the budget supermarket. As we hurtle into an economic downturn, I would’ve thought that positioning was beneficial for PaknSave. There’s also a point at which the quality doesn’t matter. It’s all relative. Surely people think it’s better quality than FreshChoice and SuperValue? Surely it’s better than not buying any fruit at all because you can’t afford it from New World.
Adding ‘quality too’ breaks it.
And that line… surely that is a joke.
trying to be something they’re aren’t.. or shouldn’t try to be.. stick to your knitting.