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Marketing plays of the week: PaknSave takes swipes at Countdown, Valentine ads with a twist, more

#1
Client: Pak'nSave
Agency: DraftFCB

Just a week after running specials on NZ made or grown goods as part of “All things Kiwi week”, Foodstuff’s Pak'nSave has been hitting out at its rival all week with tactical press ads. The ads don't mention Countdown by name but its pretty clear who the supermarket is throwing jabs at. Great use of the medium to respond to what is happening in the press.

#2
Wendy’s mates rates
Client: Wendys
Agency: &Some

Burger chain Wendy’s shacked up with up-and-coming agency &some earlier this year, and has released a clever promo aimed at teenagers. The secret mates rates menu offers discounts if they do secret hand signals. For example signaling a peace sign gets you a half price kid’s meal. The details of the promo are being run through the company’s Facebook page, which now has in excess of 61,000 likes. The online-only campaign features several videos which show consumers how to use the hand signals to get the deals. Not a bad ploy but feels very familar to in-and-out burger's secret menu which has led to the company's success in the US. 

#3
Client: Twenty
Agency: Twenty

Its not that common for agencies to make ads about themselves (although Special and DraftFCB  have in the past), so Twenty’s ode to itself is quite refreshing. The ad carefully explains the digital and direct agency’s philosophy and approach. While the execution is a bit, well, weird. It’s a nice explanation of how the indie goes about its work.

#4
Client: Neurological Foundation of New Zealand
Agency: DraftFCB

The best of the Valentine’s day campaigns this year isn’t selling chocolates or flowers. Instead DraftFCB has produced lovely, copy driven online banners and cards to spread awareness of its partnership with Brain Awareness Week. DraftFCB executive creative director Tony Clewett says the campaign aims to subvert the usual Valentine’s message and tell people where true love really comes from – the brain not the heart.

#5
Happy Valentine’s Day
Client: Gun Oil
Agency: None

I won’t spoil this classy Valentine’s day ad by revealing the brand or the story but there are quite a few surprises involved. This is the first TV ad this company has done and was produced in-house to air in the US only.

vyoung@nbr.co.nz

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Comments and questions
1

I think this investigation by the Commerce Commission will put the supermarkets in their position. I am certain that this problem is not only linked to Countdown, but also other supermarkets including PaknSave. I know of some suppliers are not given key shelf location if they do not pay extra incentives - these incentives can be off-put against the price of the product they buy hence hard to justify the fairnes of comettion.
With international supermarkets we are presented with artificial inflation because we are not able to compare the profit that these companies make overseas on products that they sell in New Zealand.
Just to add to the fire, the local independent stores should be promoted more so that they can get their produce are wholesale prices (even if they have to buy from Countdown) so that they can promote local communities.