PAK’nSAVE and TVNZ create media-first for 40th birthday via PAK’nSAVE, TVNZ, PHD and FCB NZ
Collaborators PAK’nSAVE, TVNZ, PHD and FCB have revealed today a media first for PAK’nSAVE’s 40-year anniversary.
As one of Aotearoa’s most innovative advertisers, it was unlikely PAK’nSAVE would celebrate its 40th without a first of its kind media execution and today, in partnership with TVNZ, a bespoke digital advertising format has been unleashed on viewers around the country streaming their favourite shows 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.
Says Lauren Ness, Senior Marketing Manager, PAK’nSAVE: “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.”
Says Stephen Larsen, Group Business Director, PHD: “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.”
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.
Says TVNZ’s Chief Revenue Officer Valerie Walshe: “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.”
Says Claire Herselman and Kat Tadaki, Senior Creatives, FCB: “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 40thbirthday throughout June and July with more exciting activity to come on its official birthday 12th June 2025. Spot Stickman on TVNZ+ today through to 23rd June.
PAK’nSAVE:
Jamie Hodgetts – Head of Marketing & CX – PAK’nSAVE & Four Square
Lauren Ness – Senior Marketing Manager – PAK’nSAVE & Four Square
Paris Ball – Assistant Marketing Manager – PAK’nSAVE
Joshua Parker – Marketing Executive – PAK’nSAVE
TVNZ:
Emily Hunt – Business Director
Ben Fisher – Content Strategist
Sally Falconer – GM Marketing
Rebecca Brown – Senior Marketing Manager
PHD:
Stephen Larson – Group Business Director
Kara Harris – Associate Business Director
Rousseau Hewlett – Account Director
Rahul Banerjee – Senior Digital Planner
FCB:
Leisa Wall – Chief Creative Officer
Claire Herselman – Senior Creative
Kat Tadaki – Senior Creative
Jane Wardlaw – Managing Director
Michelle Koster – Senior Account Director
Océon Grady – Account Manager
Corban Koschak – Head of Post-Production
Sara McConnochie – Senior Content Producer
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