Pams is New Zealand’s “most popular” grocery brand, with over a million Kiwis on average popping Pams products in their trolleys[1]. To celebrate, the iconic ‘little red square’ brand, which has been New Zealand’s go-to grocery brand for over 80 years, has launched a new campaign, to highlight its popularity and help spread the word that “Pams is the smart choice for affordable groceries.”
The new campaign ‘The most popular grocery brand in the land’ shares the love and trust Kiwis have for Pams, as well as show where Kiwis can turn to for affordable food options at any Foodstuffs supermarket.
Foodstuffs Own Brands Head of Brand & Communications Melissa Steffensen says customer research showed high levels of trust in the Pams brand, which is available in all New World, PAK’nSAVE and Four Square stores across Aotearoa, and earning that trust is something they’re really proud of.
“Pams sells more products than any other grocery brand in New Zealand. On average, over a million Kiwis buy a Pams product every week, shoppers know across the entire range they’re getting good quality at a great price, and we thought that was worth celebrating,” she said.
“Pams is a key part of Foodstuffs’ ‘Here for NZ’ social promises, particularly the promise to provide New Zealanders with healthy and affordable food. This campaign is about showing Kiwis that they can shop with confidence and be proud to put Pams in their trolley as over a million others are also choosing Pams products each week too.”
Pams, which began with baking and custard powder back in 1937, has now grown to over 2000 different grocery products from household daily essentials to something a little special. Ms Steffensen says over the last nine decades, they’ve remained true to their original purpose, which is about helping ease pressure at the checkout without compromising on quality.
The campaign started this month on TV, cinema, social media and more. New World, PAK’nSAVE and Four Square will also be supporting Pams’ simple message within their own marketing.
[1] On average over a million Kiwis buy Pams products every week. Source: Dunnhumby – reporting from w/c 2/01/2023 – w/c 25/12/2023.