Wattie’s in one of the most iconic New Zealand brands, with products in virtually every aisle of the supermarket. A strong brand that we kiwis have all grown up with.
We needed to ensure that Wattie’s maintains its relevance with its audience.
New Zealanders have a real sense of pride of being kiwi, and a very powerful empathy towards everything and everyone that make New Zealand today. At a time when there is fierce competition from cheap, inferior imported products, it’s never been a more important time to tell an authentic local story.
Our strategy has been to bring the Wattie’s growers, their passion, their stories and their produce, plus the deep history and purpose of the brand - back into the supermarket and the hearts and minds of the New Zealand shopper and consumer.
Our approach is to put the Wattie’s growers forward, and celebrating their passion and lives through one single-minded call to arms: #wegrewthatNZ.
From Mike and Julie Russell, our proud Black Doris plum growers to the Burbury family who has been proudly supplying peaches to Wattie’s for three generations, we celebrate our growers on a 360 integrated campaign, from TV to social, from in-store to digital.
We orientated the conversation on Wattie's own social channels towards the growers and shared their stories, ups and downs and tips to ensure an emotional connection with our audience.