PAK’nRAVE

PAK’nSAVE needed to connect with younger shoppers (18–24-year-olds) who hadn’t yet formed supermarket routines and didn’t resonate with the brand’s legacy platform. This audience typically disengages during summer, when PAK’nSAVE’s market share drops, and they aren’t watching traditional TV or engaging with legacy channels. With a small store footprint and limited media budget, the brand had to go where this audience was to get their attention and cut through the noise during a key retail window—New Year—when routines are disrupted, and everyone is making (and breaking) resolutions.

We hijacked New Zealand’s biggest youth-focused New Year’s music festival, Rhythm and Vines, with a surprise performance from PAK’nSAVE’s stick-figure mascot—rebranded as DJ SAVE-A-LOT a.k.a. Stickman. The nine-minute set delivered low-priced messaging disguised as a high-energy drum and bass show, live on the mainstage. With no logos or hard sells, the performance felt like an insider moment—captured and shared widely by festivalgoers. A rebranded local store, digital takeovers, and paid social extended the reach well beyond the festival crowd.