For each new PAK’nSAVE store opening the brief was to pick one major feature of the town or suburb across the North Island on New Zealand. Our first port of call was Warkworth with popular beach spots such as Snells and Omaha beaches, nearby. With that in mind we delivered local press with a nautical theme.
The twist, the press was easily made into a hat, which we encouraged customers to wear for the store opening which could earn you spot prizes and share photos of lots of customers wearing the hats on social media. This was then backed up with another press ad, advertising for new staff and continuing the ‘hat’ theme.