PAK’nSAVE sticks to what it knows best during COVID-19
FSNZ
At a time when we're faced with uncertainty, unemployment and a
looming recession, brand marketing is more important than ever, but
the stakes are much higher. PAK'nSAVE is leaning into its role as
an essential service and innovating how it communicates to
customers in a way that's informative, but with the brand's usual
humour.
"New Zealanders want to hear from brands during the current
climate, especially grocery brands, as we're an essential service
that is privileged to continue to operate," says Kamran
Kazalbash, Head of Marketing and CX for PAK'nSAVE. "We have a
responsibility to look after our staff, customers and the
communities in which we operate. Yet we also have a marketing
responsibility that we didn't necessarily have before. Consumers
want to know brands are still operating and recognise the
unprecedented situation we're all in right now. They want to hear
how we're leading in this crisis, what their next shop will look
like with us and that everything is going to be okay."
"Our customers want to be reassured we're sticking to our
position of New Zealand's lowest food prices no matter what - this
has not and will not change. The familiarity of Stickman and
PAK'nSAVE yellow, but in a language that communicates what's going
on right now because of COVID-19, reminds consumers that one day,
things will go back to normality, whatever that might look like and
when, but most importantly it gives people hope that this too shall
pass."
Stickman might be late to the party, but he always makes an
entrance, as PAK'nSAVE is also making its Instagram debut this week
on @instickman
"We researched and leveraged our insights to ensure we were
making the right decision launching Stickman on Instagram in the
current environment," says Kazalbash. "Most
25-49-year-olds are reporting the highest levels of 'feeling
scared' at present, with 18-34s having to adapt their lifestyles
the most in the current climate. These groups are looking for an
escape and new ways to stay positive. Staying digitally connected
with PAK'nSAVE on Instagram will hopefully help alleviate some of
the uncertainty they're feeling now."
PAK'nSAVE stores have also rolled out nationwide 'quaran-tunes'
on in-store radio so customers can enjoy physical
distancing-related music. DJ Stickman will introduce the songs, so
customers know it's time to listen up. Song samples include:
Here's something I
don't want to be. Yes, you guessed it, it's 'Stuck in the Middle
with You' by Stealers Wheel. Keep two metres apart everyone and
enjoy the song."
If someone said this
next song title to you outside of lockdown, it would really Sting.
Haha. You'll get the joke in a minute. This is 'Don't Stand So
Close to Me' by The Police.
MC Hammer was ahead of
his time. He's been telling people to keep their distance since the
80s.
The brand has also adjusted its above the line marketing to
reflect protective measures in place at stores and communicate how
customers can stay safe. In its brand TVC, Stickman is on a mission
to remind customers to shop normal and stay safe, in his usual
snarky tone and humour. PAK'nSAVE even has a new logo, swapping out
its usual tagline of "Our Policy: New Zealand's Lowest Grocery
Prices" to "Our Policy: Keep it Distance-y New
Zealand."
"It's obviously not business as usual for PAK'nSAVE, or any
brand," says David (DT) Thomason, Chief Strategy Officer of
FCB New Zealand, the award-winning creative agency behind
PAK'nSAVE. "It's an uncertain and scary time for everyone, and
it's critical for brands who are leading us through the uncertainty
to do it responsibly and authentically. That doesn't mean it can't
be done with a smile, and in PAK'nSAVE's case, it'd be wrong not
to."
