J01608 Provenance_12000x3000mm + 100mmbleed @10%_FR.jpg

Since 1934, Wattie’s has been proudly growing fruit and vegetables in New Zealand.

In recent years, however, fewer New Zealanders have been aware of this fact, many believing that most of their fruit and vegetables are imported.

For an iconic kiwi brand like Wattie’s, this is a major concern, especially considering the rise of home brands and parallel imported products with little information about country of origin.

Working with Wattie’s we tackled this misconception head-on with a large billboard, bus and digital campaign designed to be bold, confident and a little cheeky. We told consumers exactly where in New Zealand Wattie’s tomatoes, peaches and peas are grown – right down the precise street address, as well as having a dig at rivals using imported produce.

AK9000 Provenance_931x1920px_Tomatoes.jpg
AK9000 Provenance_931x1920px_Peas.jpg
In situ pea billboard Wellington airport