In the realm of supermarket advertising, where price wars and catchy jingles dominate the landscape, New Zealand’s PAK’nSAVE has been a standout player for the past 17 years. At the forefront of their marketing endeavors is Stickman, the low-budget frontman, renowned for his quirky antics and savvy strategies to keep advertising costs at bay.
This year, Stickman has outdone himself with what he proudly deems his most savey-est idea to date – ‘Borrow the Brand.’ In a stroke of creativity and cost-effectiveness, Stickman managed to persuade several well-known brands to lend him their backgrounds for PAK’nSAVE’s advertising. The result? A unique and attention-grabbing campaign that leverages the recognition of other brands to deliver PAK’nSAVE’s Super Deals message to Kiwis just in time for Christmas.
The mastermind behind this innovative campaign is FCB Aotearoa, the ad agency that collaborated with PAK’nSAVE to bring Stickman’s vision to life. The ‘Borrow the Brand’ campaign is a testament to the power of creative thinking and collaboration, proving that even with a limited budget, impactful advertising is within reach.
Stickman, with his distinctive charm and wit, convinced notable brands like Mercury, JB Hi-Fi, St Pierre’s, and Nature’s Fresh to leave their yellow end frames intact, providing a canvas for PAK’nSAVE’s messaging. This strategic collaboration not only adds a layer of humor and ingenuity to the campaign but also showcases the willingness of brands to come together for a common goal.
The five media assets comprising the campaign capture Stickman’s adventures in borrowing the brand backgrounds. Each frame is a testament to the seamless integration of PAK’nSAVE’s Super Deals messaging within the familiar landscapes of other well-established brands. It’s a creative juxtaposition that not only grabs attention but also sparks curiosity among viewers.
In a world where advertising clutter is the norm, ‘Borrow the Brand’ stands out as a refreshing and inventive approach. It’s a prime example of how creativity, when coupled with collaboration, can yield results that go beyond the ordinary. Stickman’s ability to think outside the box has not only saved on advertising costs but has also given PAK’nSAVE a distinct and memorable campaign that resonates with Kiwis.
The ‘Borrow the Brand’ campaign, published in New Zealand in December 2023, is a testament to the brand’s commitment to staying true to its low-budget roots while embracing innovative ideas that captivate audiences. As Stickman continues to be the face of PAK’nSAVE, one can only anticipate what clever and cost-effective strategy he’ll cook up next to keep Kiwis smiling and shopping savvy.
