PAK’nSAVE celebrates two years of dynamic price campaign success

Vistar Media and PAK’nSAVE are celebrating two years of their award-winning Top 50 Price Check campaign.

Launched in 2023 with the support of PHD and FCB, the campaign was originally slated to run for six months. Since then, it has become a business-as-usual fixture due to its outstanding performance.

The campaign uses NielsenIQ data to compare a basket of the top 50 everyday grocery items, across five key categories – at PAK’nSAVE and Woolworths – dynamically highlighting weekly savings for shoppers at their nearest store.

What OOH can achieve

Sandra Scott, sales and partnerships director at Vistar Media NZ, says: “This campaign is a clear demonstration of what programmatic out of home can achieve when data, creative and automation come together.

“By dynamically serving relevant creative at scale, PAK’nSAVE has been able to consistently deliver a price message that resonates with shoppers right at the point of influence.

“It’s a great example of how technology can transform what has traditionally been a high-cost, high-effort channel into one that is agile, measurable and impactful.”

See relevance in real time

Through Vistar Media’s programmatic platform, the campaign delivered dynamic digital out of home (DOOH) creative at scale, with messaging tailored by store location and weekly pricing updates.

By using Vistar’s DOOH capabilities, the campaign ensured New Zealanders saw relevant, hyper-localised savings in real time.

Over the two-year campaign period, the programmatic DOOH activity delivered more than 26 million impressions. Despite increasing competition and larger marketing budgets across the sector, Pak’nSAVE maintained its positioning as one of New Zealand’s lowest-priced supermarket options.

Localised approach

Jamie Hodgetts, head of marketing and CX for PAK’nSAVE and Four Square, says: “Our Top 50 Price Check campaign has allowed us to take PAK’nSAVE’s lowest price promise and make it tangible for customers every single week.

“By using data to showcase real savings, we are helping shoppers make confident choices at a time when every dollar counts. Partnering with Vistar Media has given us the ability to update and serve these messages dynamically, ensuring that our advertising is always relevant to the community around each store.

“This localised approach has been critical to the campaign’s success and has helped reinforce trust in our brand. Seeing the campaign evolve into an always-on strategy, and be recognised with an award, shows the real impact it has had not only on our marketing but on the way New Zealanders think about price leadership in grocery.”

The Top 50 Price Check campaign was recently recognised with a YouTube NZ Marketing Award for its innovative use of dynamic creative and data-driven strategy.

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