AUCKLAND, Today: PAK’nSAVE has teamed up with TVNZ, PHD and FCB to mark its 40th birthday in true Stickman style—by taking over the TVNZ+ app with a first-of-its-kind digital media execution.
In a bold move, Stickman now appears on the platform’s Splash Screens and the “Shows you can’t miss this month” promo. Both placements are usually exclusive to TVNZ+ branding—but not this time.
The campaign sees Stickman pop up as users open TVNZ+ on Connected TV or mobile, as part of a birthday takeover that’s live from now through 23rd June.
Lauren Ness, Senior Marketing Manager, PAK’nSAVE said, “Our commitment to NZ’s lowest food prices means that our marketing dollars have to cut through in unexpected ways.
“As we began to plan for our 40th birthday we challenged our agencies to take PAK’nSAVE and Stickman to where we’ve never been, and by putting us where no brand at all has been before, I’d say PHD and FCB understood the assignment.”
Stephen Larsen, Group Business Director, PHD said, “Aotearoa’s media industry punches well above its weight so standing out takes bravery, boldness and co-conspirators – this work tapped into each, asking our partners at PAK’nSAVE, TVNZ and FCB to come together to create work that none of us could achieve individually. We’re grateful to all our colleagues for this effort and we hope it brings a smile to viewers faces.”
“Stickman going all out 80’s to celebrate PAK’nSAVE’s 40th Birthday was a delicious moonwalking, flash dancing, crab walking fever dream.” – Claire Herselman
This isn’t Stickman’s first time hijacking the airwaves. The earlier ‘Stickman’s Summer Adternship’ campaign saw him infiltrate TVNZ end credits, hold music, and marketing assets—and it picked up awards along the way.
TVNZ’s Chief Revenue Officer Valerie Walshe said, “We’re thrilled to partner with PHD, FCB, PAK’nSAVE and most of all our good friend Stickman. This is a first of its kind in New Zealand (and maybe even globally!).
“Our team are constantly seeking new opportunities and creative ways to deliver more for brands and marketers. This new format adds a bit of ‘surprise and delight’ without impacting the viewer experience.”
Claire Herselman and Kat Tadaki, Senior Creatives, FCB said, “Stickman going all out 80’s to celebrate PAK’nSAVE’s 40th Birthday was a delicious moonwalking, flash dancing, crab walking fever dream. And what a treat to be able to give TVNZ viewers pure, unadulterated entertainment on top of their entertainment. Will Stickman bring back leg warmers? We think so.”
PAK’nSAVE first opened in Kaitāia back in 1985. Today, the brand is found in communities all across Aotearoa, and it’s celebrating 40 years with a mix of nostalgia, humour, and some seriously bold media moves.
The campaign runs through June, with more surprises to come on PAK’nSAVE’s official birthday—12th June 2025.
CREDITS
PAK’nSAVE
Head of Marketing & CX – PAK’nSAVE & Four Square: Jamie Hodgetts
Senior Marketing Manager – PAK’nSAVE & Four Square: Lauren Ness
Assistant Marketing Manager – PAK’nSAVE: Paris Ball
Marketing Executive – PAK’nSAVE: Joshua Parker
TVNZ
Business Director: Emily Hunt
Content Strategist: Ben Fisher
GM Marketing: Sally Falconer
Senior Marketing Manager: Rebecca Brown
PHD
Group Business Director: Stephen Larson
Associate Business Director: Kara Harris
Account Director: Rousseau Hewlett
Senior Digital Planner: Rahul Banerjee
FCB
Chief Creative Officer: Leisa Wall
Senior Creative: Claire Herselman
Senior Creative: Kat Tadaki
Managing Director: Jane Wardlaw
Senior Account Director: Michelle Koster
Account Manager: Océon Grady
Head of Post-Production: Corban Koschak
Senior Content Producer: Sara McConnochie
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