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Wattie’s and Curious Nation back young Kiwis with new campaign
Wattie’s and Curious Nation have launched a new integrated campaign, ‘Got You,’ to reframe frozen meals as the hero of flatting life for young Kiwis.
Andrew Donegan, managing director of Wattie’s, says: “Wattie’s frozen meals are made for the days when you’re exhausted, busy or just forgot to plan. This campaign speaks directly to young Kiwis, showing that frozen doesn’t mean compromise, it means convenience, speed and seriously tasty food that has your back when life gets hectic.”
Real and relatable
Wattie’s has teamed up with MILKRUN to deliver bonus ‘Wattie’s frozen meal bundles’ straight to the doors of hungry flatmates in minutes.
During the first phase, MILKRUN will deliver more than 2,500 flatties packs to eligible MILKRUN NZ users in suburbs across Auckland, Wellington, Canterbury, Waikato and Dunedin. Each pack contains three Wattie’s frozen snack meals. The plan will be accompanied by four weeks of MILKRUN-led bundle offers and digital promotions.
Gareth Brock, head of strategy at Curious Nation, says: “This idea was all about showing up for young Kiwis in a way that feels real and relatable. We didn’t want to lecture them about planning, but we wanted to celebrate the chaos of flatting life and meet it with something fun, fast and genuinely useful.
“Wattie’s ‘Got You’ gave us the creative platform to reframe frozen meals as the unsung heroes of those unpredictable moments. Delivering them straight to the doorstep through MILKRUN made the idea tangible, memorable and shareable.”
Curious Nation developed the creative platform and brokered the partnership with MILKRUN. Wattie’s in-house agency, The Kitchen, developed the creative concept to execution, with production by ANTI. It is being amplified through TVNZ+, out of home, in-store activation and social.
