| Winner | Pak’nSave |
| Marketing initiative | Data that Sticks: Pak’nSave’s Price Gap Digital Platform |
| Marketing partners | FCB, PHD |
| Finalists | Fletcher Living, Netsafe, Public Trust, Zuru Group – Rhodes Pet Science |
| Judges’ comments | “A really clever data + tech-led approach. It felt true to the brand’s values and resulted in exceptional execution which uplifted the brand and drove consumer behaviour. An excellent example of data-driven marketing with the results to prove it. A clear winner.” |
Data helps shoppers save in real life
To stay true to its commitment to keeping grocery prices low, Pak’nSave leaned into data and tech to help shoppers save during the cost of living crisis with its Top 50 price check.
Faced with heightened price sensitivity during a cost of living crisis, Pak’nSave was determined to prove its lowest price promise against its largest competitor, Woolworths.
With fewer stores – further away than a Woolworths for many shoppers – the challenge was to motivate customers to bypass more conveniently located supermarkets.
Given its smaller budget, Pak’nSave looked beyond traditional TV advertising and explored cost-effective channels that were both scaleable and locally relevant.
This led to the creation of the Price Gap Digital Platform: a data-driven, automated system that delivers weekly, localised price comparisons with Woolworths.
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Weekly deals, local loyalty
Using NielsenIQ Homescan data, it generates a Top 50 check list across butchery, fruit & veg, chilled, frozen
and grocery categories to serve as a consistent pricing benchmark.
Each week, the team carefully analysed the savings offered at each Pak’nSave store compared to its local Woolworths. Stores that met pre-defined criteria were automatically flagged for inclusion in that week’s advertising campaign.
Via the Price Gap Digital Platform, dynamic media creation allows for targeted local programmatic digital
out of home and display and video on demand advertising for up to 59 stores. The platform is also responsible for deploying the ad spots, removing the need for manual intervention while also cutting costs.
By focusing on the savings at the shopper’s nearest Pak’nSave, the campaign effectively ringfences
its competition.
Through localisation, weekly updates and consistency, the campaign reinforced Pak’nSave’s commitment to ‘New Zealand’s lowest food prices’ and embedded this promise in customers’ minds.
With the support and clever implementation of data and dynamic technology, Pak’nSave achieved substantial market share growth throughout 2024 – despite Woolworths’ advantages in media spend, store footprint, ecommerce offering and the launch of Everyday Rewards.
This story comes from NZ Marketing magazine issue 84, Sept-Nov 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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