PAK'nSAVE is New Zealand's cheapest supermarket chain. But when every competitor is constantly banging on about low prices we need to find new ways to get cut-through. Especially in the butchery department where discounted meat is a regular feature.

So we created a meat sale: 'Meat Lovers' Week' where you could 'Meet the Meat of Your Dreams for Less'. Our Radio and TV campaign featured lonely cuts of meat, with a freephone number flashing on screen. Actors played the parts of the lonely meats so every caller could chat with the meat, live. And people did, all 10,000 of them.

PAK’nSAVE takes a ‘low-cost’ and ‘no-frills’ approach to everything they do. They have a humuorus, tongue-in-cheek style and their low prices are a hit with Kiwis. And so is their low-priced, simple, black-line-art advertising style.

Meat Lovers’ Week was a hearty success. Sales jumped a whopping 14% which created over $2 million in revenue for our client. Social media and radio DJ’s spread the word of our lonely meat – which flooded the phone lines. Over 10,000 people called our lonely meat, making this promotion our most talked about, and most successful ever.