McCann New Zealand named winner of NZME’s 2025 Imprint Awards for PAK’nSAVE ‘Wrap’n’Save’

New Zealand Media and Entertainment (NZME) has announced McCann New Zealand (formerly FCB) as the winner of the 2025 Imprint Awards, recognising the agency’s innovative ‘Wrap’n’Save’ campaign created for PAK’nSAVE.

The annual Imprint Awards celebrate the best in print advertising, showcasing how creativity, innovation and craft can deliver meaningful brand impact. This year’s winning campaign impressed judges by transforming a traditional print placement into something far more tangible and useful for consumers.

The Wrap’n’Save campaign reimagined a New Zealand Herald front wrap as functional PAK’nSAVE wrapping paper, complete with cut lines and instructions. By turning the media placement itself into an immediate saving, the campaign delivered a clever, practical solution that could only be achieved through print.

Judged by a panel of industry experts across creative, marketing and media, entries were assessed on creativity, innovation and effectiveness, with judges noting the exceptionally high calibre of work submitted this year.

Greg McCrea, NZME Chief Commercial Officer – Agency, 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.”

Amanda Palenski, Imprint Awards executive judge and Managing Director at PHD New Zealand, 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.”

McCann New Zealand (formerly FCB) also celebrated the win, marking the second year in a row the agency has taken out the competition.

Says Leisa Wall, Chief Creative Officer at McCann New Zealand: “We are thrilled to have won this competition for a second year running. 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.

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