Wattie’s Provenance

Wattie’s is New Zealand’s largest fruit and vegetable grower. But a majority of people thought that their food was imported. That single insight formed the basis of our hyper-local OOH/social campaign that set out to set the record straight about where Wattie’s food actually came from.

We also set out to correct the perception that Wattie’s fruit is harvested by big ugly machines, when in fact all their fruit is picked by hand.