Ten years at one place is a milestone for any
employee, so PAK'nSAVE and FCB wanted to do something special to mark
the occasion. Stickman asked for a gold watch but the budget wouldn't
stretch that far. Instead, FCB suggested a special TVC using some
recently uncovered VHS tapes of the original auditions carried out a
Peter Vegas and Leisa Wall, creative group heads
on the account, said after going through the tapes, they were impressed
by the choices the team had, but are glad Billy McQueen and Chris
Schofield (the original creative leads) chose Stickman to champion 'New
Zealand's Lowest Prices' for PAK'nSAVE.
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Says Vegas: "Stickman embodies all things savey, bringing low
supermarket prices, as well as LOLs superbly voiced by Paul Ego to Kiwi
For 10 years Stickman has been working
hard to represent the brand, perfectly illustrating their policy of New
Zealand's lowest food prices.
Says Steve Bayliss, group general
manager marketing, Foodstuffs NZ: "Stickman has been an amazing asset
for PAK'nSAVE. Compared to other brands in the category he makes every
dollar work incredibly hard. PAK'nSAVE runs relatively low media weights
at around 15% share of spend. But Stickman is without doubt the most
recognised and recalled voice in grocery.
"And while he may not beat the Briscoes' lady for longevity just yet, he has certainly made up for it in celebrity and laughs."
adds it's great working with a 'personality' like Stickman. He isn't
afraid to take on topical events and by using his genuine sense of
humour, he is able to court the odd bit of controversy.
Bayliss: "He waded into the New Zealand flag debate with his perfect
self-styled Stickman flag design, which unbelievably didn't get picked
up. And, recently gave Tinder a trial for Valentine's Day with somewhat
mixed results - it turns out that while Kiwi chicks weren't into
Stickman's raw sex appeal, Kiwi blokes frequently swiped right and seem
to love his devil-may-care attitude."
The 60 second spot launches
this week and is supported by radio, in-store point of sale, cinema,
digital, social media and a special sale in honour of New Zealand's most