PHD Aotearoa Wins Best in Show at Beacon Awards for Pak'nSave Campaign

PHD Aotearoa NZ took Best in Show at the 2026 Beacon Awards for 'Anything Can be a Gift at WRAP'nSAVE,' created for New Zealand grocery chain Pak'nSave.

The campaign reimagined Pak'nSave's budget positioning around gift-giving. The work earned the top award at the Beacon Awards, which recognize media planning and buying excellence in New Zealand.

PHD Aotearoa is the New Zealand arm of PHD, the Omnicom Media Group network. The agency operates across Auckland and Wellington with a focus on media strategy and planning for local and regional brands.

Pak'nSave operates 58 stores across New Zealand under the Foodstuffs cooperative model. The brand competes on price positioning in a grocery market dominated by two major players: Foodstuffs and Woolworths NZ.

The Beacon Awards are presented by the Commercial Communications Council (CommComm), New Zealand's media and marketing trade association. Best in Show represents the highest achievement across all categories, selected from category winners in effectiveness, strategy, innovation, and creative media.

The campaign brief centered on seasonal messaging that positioned Pak'nSave's low prices as relevant to gift-giving occasions. Specific campaign metrics, media mix, or market impact data were not disclosed in the award announcement.

PHD Aotearoa's client roster includes Air New Zealand, NZME, and Sky TV alongside Pak'nSave. The agency has won at Beacon previously but this marks their first Best in Show recognition since the awards launched in 2009.