Wattie’s - Reintroducing the toastie to a new generation of Kiwis

The great Kiwi toastie was in danger of being forgotten about. All we had to do was reintroduce it to a new generation of Kiwis. Our OOH and social campaign featured Kiwis from all walks of life munching into a Wattie’s toastie.

We also teamed up Breville to do a joint promotion in Noel Leeming’s – the first time an FMCG product has been sold in such a store, so people could buy a new toastie maker with all the ingredients already included.

Finally, we did a two-week national road handing out over 10,000 toasties to a curious nation.

Results:
The first sales growth of Wattie’s Baked Bean and Spaghetti in six years, massive spike in social engagements, increase in brand health measures such as “a real kiwi brand” and originality.