Grocer Urges Kiwis to Gift Broccoli or Ham to Teachers, Pet-Sitters, "Aunties You've Hardly Met"

PAK'nSAVE is tackling one of the biggest financial stressors of the festive season -- gift-giving -- with its latest campaign via FCB Aotearoa that reminds shoppers that anything can be a gift once it's wrapped.

The campaign shows shoppers how to rethink gift-giving demonstrating that every low-cost item at PAK’nSAVE -- from sausages for the neighbours to wine for the teacher, or even a perfectly wrapped vegetable for that relative you barely know can be a save-y present.

Lauren Ness, senior marketing manager at PAK’nSAVE, said, “We asked NZ via our PICK-A-PREZZIE Instagram poll what they would rather get for Christmas -- and the results proved that practical presents top the wish list!

"Who wouldn’t want a delicious meaty treat from the PAK’nSAVE butchery instead of another novelty gift that serves no purpose? Plus, by getting your gifts at PAK’nSAVE, you'll have money left over for your own Christmas shopping. That's a win-win in our book."

Leisa Wall, chief creative officer of FCB Aotearoa, said, “Buying gifts for teachers, coaches, neighbours, pet sitters, boyfriends' mums, aunties you’ve hardly met, and your mechanic is an expensive chore.

"This campaign celebrates gifting practically, in our cheeky PAK’nSAVE tone. Whether it’s sausages, cheese, a beetroot, or a gift card, the message is simple and true -- anything can be a gift once it’s wrapped. Come Christmas Eve, I’ll be an expert at wrapping watermelons.”

Matt Kingston, chief strategy officer at FCB Aotearoa, added, “Positioning PAK’nSAVE as this year’s hottest Christmas gifting destination may sound a little ridiculous, but we felt it was entirely pragmatic.

"With more Kiwis feeling the financial pinch this Christmas, and gifting consistently ranking as one of the biggest sources of pressure, we wanted to help cost-savvy Kiwis by reminding them of the amazing range of great value products we have.

"And in the wave of overly sweet and emotional Christmas advertising, we wanted to tug on the purse-strings rather than the heart-strings in a way only PAK’nSAVE can.”

The campaign rolls out across a range of channels this December including a recent in-store gift wrapping pop-up and sign change out at PAK’nSAVE Albany, newspaper ads that double as wrapping paper, out of home, street posters, social, digital, and TV.