McCann New Zealand and Pak’nSave have launched a new outdoor campaign titled ‘Makeaways’.
The campaign aims to encourage hungry Kiwis to skip the takeaway queue and make their favourite fast-food meals at home for less. The inspiration follows Restaurant Association research that found Kiwis spent $1.1 billion on takeaways in the first three months of 2026 alone.
It aims to catch cravings at just the right moment, with ads placed outside fast-food joints. Rather than telling people to resist their cravings, ‘Makeaways’ gives them permission to indulge, for less.
Help Kiwis save money
Foodstuffs/Pak’nSave senior marketing manager Lauren Ness says the campaign is about finding a simple way to help Kiwis make their money go further.
“At Pak’nSave, everything we do is about saving Kiwis money. So we wanted to find a way to intercept that moment when you’re hungry, you’re craving something, and takeaway feels like the only option.
“Instead of telling people they shouldn’t have what they want, we’re showing them they can skip the pricey drive-thru and make exactly what they’re craving at home, for much less, using ingredients from our Pams range,” says Ness.
From burgers and fried chicken to meatball sandwiches and pizza, each billboard features the ingredients needed to recreate a takeaway meal at home.
The billboards are location-targeted and tailored to different mealtimes. As the day progresses, the creative moves from breakfast to lunch and then dinner.
No guilt, just ingredients
McCann chief creative officer Leisa Wall says ‘Makeaways’ isn’t about shaming Kiwis for their cravings, but embracing them.
“Every other supermarket is telling Kiwis to eat better. We’re telling them they can eat exactly what they want, at a fraction of the price. No guilt. Just ingredients.”
The creative makes use of half of Pak’nSave’s logo, with the ingredient line-up resolving into the second half of the brand mark. The logo becomes part of the idea itself: ‘Make the takeaway, ‘nSave’.
While digital OOH is the hero of the campaign, ‘Makeaways’ is also supported by SEO, social and online recipes.
The post Pak’nSave and McCann New Zealand serve up ‘Makeaways’ campaign appeared first on stoppress.co.nz.
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