Meet the meat of your dreams

Background

PAK’nSAVE is New Zealand’s cheapest supermarket chain. Their low prices are a hit with Kiwis and so was their low priced advertising. In this highly competitive category, price is the main driver of share. But because they were constantly banging on about their low prices, they found they needed new ways to get cut-through. Especially in the butchery department, where discounted meat was a regular feature.