Wattie’s latest work via TBWA\New Zealand heralds a new era

Wattie’s has gone to market with a new Masterbrand campaign for the first time since 2021.

Rolling out across TV, online video, social, out of home and radio, the campaign brings together a series of slice of life moments featuring every day Kiwis and some of Wattie’s most well-known products.

With the tagline, It’s Wattie’s You Need, the new campaign was developed in partnership with TBWA\New Zealand.

The approach is already resonating, with the campaign recognised by Kantar New Zealand as the Ad Impact Award winner for May 2026. Naming Wattie’s a “Timely Hero”, Kantar commended the work for refreshing the iconic brand while reinforcing its role in providing Kiwi comfort in a meaningfully different way. 

A new era

Wattie’s head of marketing Justine Powell says the brand, which has been part of Aotearoa for more than 90 years, needs to continue being relevant to Kiwi audiences and this campaign comes at a time of change for the business. 

“Wattie’s has made some changes this year which have been challenging but necessary to strengthen our business. This Masterbrand campaign represents a new era for our much-loved Kiwi brand, as we move into the future,” says Powell. 

“Wattie’s has always had a special place in Kiwi hearts and communities but we don’t take that for granted. If we want to keep supporting local growers, producing food here and being part of New Zealand communities, we have to keep investing in the brand.

“This campaign is about showing up in a way that feels as relevant today as it has for generations – a celebration of how New Zealanders live, eat and connect now. 

“It’s a long-term investment in making sure Wattie’s continues to earn its place for years to come,” adds Powell. 

Creative freedom

TBWA\New Zealand chief creative officer Shane Bradnick says the opportunity to work on a brand like Wattie’s comes with both responsibility and creative freedom. 

“There are certain moments where only Wattie’s will do – and people will go out of their way for it. That gave us a really fun platform to play with. The jingle brings those moments to life in a way that feels entertaining, current and a little bit unexpected. It’s modern but, still grounded in something people already know and love.”

Credits

Client – Wattie’s 

• Michael Magee – CMO 
• Justine Powell – Head of marketing, ready meals 
• Quynh Nguyen – Senior brand manager 
• Amy Dunlop – Senior brand manager 
• Andrew Holland – Consumer insights manager 

Creative agency – TBWA\New Zealand 

Media agency – Dentsu Aotearoa 

Production company – Film Construction 

• Tom Wilson – Director
• Steve Boniface – Photographer
• Cam Ballantyne – Sound