Saatchi & Saatchi and Pam’s
2 March 2005
Saatchi & Saatchi and Pam’s – only in New Zealand
Saatchi & Saatchi New Zealand is about to launch their first campaign for the Pam’s brand after winning the account in a competitive pitch against three other agencies.
“Winning the Pam’s account is testament to Saatchi’s position as the agency of choice for FMCG brands. It confirms the value we’ve added to other brands in the category and highlights our continuing market leadership in this area,” said Saatchi & Saatchi New Zealand GM Andrew Scott.
Pam’s is the only nationally operated brand for Foodstuffs New Zealand, the country’s largest supermarket operator. It was previously supported with a TV campaign featuring Jamie Oliver.
“The Jamie Oliver campaign did a lot to endorse the quality of Pam’s, but people didn’t associate it with being a proudly New Zealand brand” said Mr Scott. “We’re looking forward to building the brand’s reputation for having a central place in New Zealanders’ everyday lives – now’s the time to bring Pam’s home.”
The new campaign, which features real New Zealand chefs in unique locations across the country, goes to air on 6 March and will be drip fed into the market over the next few months. Mr Stone says that the campaign has been fully embraced by Foodstuffs, who see it as an enduring property that will facilitate their goal of creating a loved New Zealand brand.