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Z Energy – Saatchi & Saatchi New Zealand

Moving with the Times



We launched a new brand platform for Z Energy, New Zealand’s largest fuel brand in April 2022. ‘Moving With the Times’ kicked off with a manifesto headed ‘We’re in the Business of Getting Out of the Petrol Business’, a big statement of intent. The launch campaign was a kind of ode to a road trip and a metaphor for the journey Z, and New Zealand as a nation, are on.

It was made in collaboration with Māori director Ray Edwards and one of New Zealand’s most popular indigenous musicians, Rob Ruha. As he is a vocal environmentalist, many conversations were needed to convince Rob of Z’s genuine ambitions. But convince him we did. The subsequent Waiata (song) used in our campaign was released by Rob as a standalone track two months later. It entered the New Zealand charts and remained there for more than six months. Better still, over that time, Z regained its position, back at the top of most preferred fuel brands in New Zealand.


The Z brand has shown resilience in 2022, swimming against a tide of external factors (inflation, fuel cost, the ongoing climate change debate, etc).

The brand saw positive increases across all brand metrics targeted in year 1 with the Moving with the Times brand platform.

Most notably, Z closed a 6-point gap to its key competitor, to finish equal at 39% as a Top 2 choice.

Moving Waiata:

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