Pams’ popularity centre stage in new campaign as Kiwis seek more value from their groceries
31 January 2024
It’s official, is New Zealand’s most popular grocery brand, with over a million Kiwis on average popping products in their trolleys*. 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 is the smart choice for affordable groceries.
Titled ‘The most popular grocery brand in the land’ the new campaign shares the love and trust Kiwis have for , 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 brand, which is available in all New World, and stores across Aotearoa, and earning that trust is something they’re of.
“ sells more products than any other grocery brand in New Zealand. On average, over a million Kiwis buy a 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 says.
“ 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 in their trolley as over a million others are also choosing products each week too.”
, which began with baking and custard powder back in 1937, has now grown to over 2,000 different grocery products from household daily essentials to something a little special. Melissa 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, and Four Square will also be supporting simple message within their own marketing.
New Zealand’s most popular grocery brand is about to become even more popular.
*On average over a million Kiwis buy products every week, Source: Dunnhumby – reporting from w/c 2/01/2023 - w/c 25/12/2023.