Forming an unlikely union to launch NZ’s first bank in a supermarket.

In 2003 St.George Bank and NewZealand grocery retailer Foodstuffs joined forces to create New Zealand’s very first bank in a supermarket. With the promise of low fees and high returns, it was not what you‘d expect from a bank.

Our challenge was to launch this new venture; an uncanny trans-Tasman partnership that saw banking and supermarkets come together.

This first commercial features Australian and NZ rugby legends, and one-time enemies, Phil Kearns and Shaun Fitzpatrick.  The second commercial demonstrates what typical bank behaviour would look like in a supermarket, and establishes the brand positioning of ‘Not your ordinary bank’.

Within two weeks Superbank achieved more than 70% brand awareness.