Things get messy as Heinz Wattie's reminds Kiwis why they love spaghetti and baked beans

  • Advertising
  • August 29, 2016
  • StopPress Team
Things get messy as Heinz Wattie's reminds Kiwis why they love spaghetti and baked beans

Heinz Wattie’s has launched a new campaign via The Business featuring all the things we love about the brand’s most-loved canned food, like its unpretentious nature and the fact it allows us to slurp, suck, crunch and add copious amounts of grated cheese.

Three ads highlight the fun and informal aspects of favourite Wattie’s products like baked beans and spaghetti, with scenes showing a woman shunning fashionable quinoa for beans on toast, a girl chomping down on beans and cheese on toast and another showing a young boy slurping down some spaghetti. 

Additionally, there are specific product orientated messages highlighting the amount of fibre found in every can of Wattie’s baked beans and the fact that there’s a whole tomato in a serve of Wattie’s Spaghetti. 

Wattie’s Quick Serve Meals group marketing manager Shelley Smith says: “Wattie’s baked beans and spaghetti are iconic products that Kiwis have an emotional connection with. We wanted to celebrate and remind people why they’re not just a product for the pantry but a part of who we are”.  

Ben Cochrane, managing director at The Business says: “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.”

The campaign which launched this month is on TV, Adshels, buses, mall lights, digital, social, limited edition packs and in-store promotions.


Client: Heinz Wattie’s
Agency: The Business
Media: OMD
TV Production: BrandWorld

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