Pack & Send takes on Australia Post with latest brand campaign via Big River Creative, Sydney

Australian-owned leader in the packing and freight sector Pack & Send is sending a clear message to customers and competitors with the launch of a brand campaign that underscores the company’s goal to be first choice for sending ‘anything, anywhere’.

Developed by Sydney agency Big River Creative, the new campaign coincides with Pack & Send’s 20th anniversary celebrations and follows a decade of rapid growth, during which time the company has broadened its service offering to become a viable alternative to Australia Post.

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Launched today, it is Pack & Send ‘s first large scale advertising campaign in 12 years and runs nationally across television, digital, social, in-store and local area marketing activity.

At the heart of the campaign is a whimsical TVC that pays homage to the much-loved Pied Piper fairytale, inviting the viewer to follow a quirky flautist who needs to send his flute. Along the way he is joined by others who all converge on Pack & Send as their first choice to deliver their goods.

Says Pack & Send CEO, Michael Paul: “It’s 20 years since I opened the first Pack & Send store and this campaign illustrates nicely how our service offering has evolved. In 1993 we didn’t even have the internet. Since then, globalisation and the online shopping revolution have transformed the way consumers and businesses buy, sell and send things.”

Says Jeff Hawkins, creative director of Big River Creative: “We used the journey of our flautist to introduce the broad range of customers Pack & Send serves and the variety of items they want to send from A to B. The music was important to set the tone for the campaign and represent the Pack & Send brand.”

The TVC was produced by Conti Bros Films, with Myles Conti directing. Says Conti: “We loved the concept and created a vibrant virtual world for our hero to traverse on his journey to the Pack & Send store. Shooting on green screen gave us flexibility and in post production we were able to bring to life all the characters and streetscapes our hero encounters.”

Following Australia Post’s parcel delivery price increase on October 7th, its second price hike this year, Pack & Send CEO Michael Paul said the campaign was a timely reminder to customers that there is an alternative: “Through our national network of over 100 franchisees, our international expansion and our brand new eCommerce website, we are well-positioned to become the first choice for Australian businesses and consumers to send anything, anywhere.”

The brand campaign is also being supported through a public relations push by agency Keep Left.

Creative Agency: Big River Creative

Agency Producer: John Ruggiero

Lead Compositor: Ben Allen

Operations & Innovation Manager: Nicholas Woodward Marketing Executive: Keanu Tok