The winning Imprint Award advertising entry featured a four-page wrap of the NZ Herald.
The winning Imprint Award advertising entry featured a four-page wrap of the NZ Herald.
A Pak’nSave ad that literally wrapped the NZ Herald newspaper has won a major advertising and marketing prize - and a trip to New York for its creatives.
The four-page wrap - titled Wrap’n Save and published in the lead-up to Christmas - has won the 2025 NZME Imprint Awardsfor McCann New Zealand (formerly FCB).
The campaign, created for Pak’nSave owner Foodstuffs New Zealand, reimagined an NZ Herald front wrap as functional Pak’nSave wrapping paper, complete with cutting lines and instructions.
The front page of the four-page wrap.
By turning the media placement into an immediate saving, the campaign delivered a clever, practical solution that could only be achieved through print, said judges.
NZME’s annual Imprint Awards celebrate the best in print advertising, showcasing how creativity, innovation and craft can deliver meaningful brand impact.
The awards are judged by a panel of industry experts across creative, marketing and media.
Entries were assessed on creativity, innovation and effectiveness.
The four-page wrap has won the 2025 NZME Imprint Award.
It is the second year running that McCann has won the top prize. The winning team will travel to New York on a trip that includes five nights’ accommodation and an exclusive behind-the-scenes tour of The New York Times.
NZME chief commercial officer - agency Greg McCrea said the strength of this year’s entries reinforced the ongoing power of print.
“Print remains a cornerstone of NZME’s business and a powerful platform for brands to tell stories, drive impact and connect with audiences at scale,” he said.
“The winning campaign from McCann New Zealand is a standout example of how our premium print brands, like the NZ Herald, enable ideas that simply can’t be replicated in any other medium.”
Imprint Awards executive judge and PHD New Zealand managing director Amanda Palenski said the winning entry stood out for its seamless integration of idea, message and medium.
“The brilliant insight that anything can be a gift once it’s wrapped was brought to life through a simple but clever execution: turning the newspaper itself into literal wrapping paper.
“This distinctive, on-brand idea perfectly captured Pak’nSave’s playful practicality - transforming an everyday medium into something useful and memorable.
“It became a tangible extension of the campaign, living on in people’s homes and sparking conversations long after the newspaper was read.”
McCann New Zealand chief creative officer Leisa Wall said: “We are thrilled to have won this competition for a second year running. Our creatives are constantly challenging themselves to think outside the box, and this is a perfect example of that.
“It was a brilliant idea that boosted the brand and heroed the unique role that only print can play. We’re absolutely chuffed with the result we were able to achieve for Pak’nSave – it really is the Christmas gift that keeps on giving.”
