Wattie’s Baked Beans and Spaghetti are iconic products that Kiwis have an emotional connection with. With the huge amount of choice and convenience now open to families, we wanted people to remember why they should be taken out of the pantry and consumed more often”.
Our strategy was to reflect the core truth of Wattie’s Baked Beans and Spaghetti. They’re an informal product for informal occasions – in many ways they’re opposite of pretentiousness. In that respect, we wanted to bring some attitude to the brands, have some fun and not take ourselves too seriously.
We planned and executed all aspects of the strategy and communications for a fully integrated through the line campaign for Wattie’s Baked Beans and Spaghetti.
The campaign which launched in August 2016 is on TV, Adshels, buses, mall lights, digital, social, limited edition packs and in-store promotions.