Watties has launched its new 50 percent less sugar campaign, reassuring consumers that its baked beans and spaghetti are gassier, yummier and messier than ever.
The three 15-second spots encourage Watties customers to ‘get stuck in’ to the new range of baked beans and spaghetti, which reinforces Watties nostalgic and unpretentious brand.
Each video presents the key characteristics of Watties, acknowledging that despite the reduction of sugar, the canned meals will still be tasty, healthy and sloppy, and will continue to make you fart.
The Business Marketing Group created the campaign with Starcom, and it will run nationwide on outdoor, digital and social channels until the end of June.
Group marketing manager of QSM and Chilled Daniel Paki says: “We wanted to do something a bit more interesting than just a functional product message.”
He adds that baked beans and spaghetti are eventful and are both a staple Kiwi food, which has some side effects (possibly referring to flatulence) which it leveraged loudly in the campaign.
The latest Watties campaign isn’t too indifferent to its series in 2016, which also presented three short clips highlighting the informal characteristics of the canned delicacies.