Wattie’s new brand campaign, launching this week, invites Kiwis to “feed the love” – using the brand’s iconic products to deliver the message.
The campaign tells a series of stories, each an affectionate moment between family or friends. The characters leave a lot unsaid, but by switching out their well-known product labels for expressions of affection, Wattie’s let us in on what they’re really saying.
From a bag of peas on a hurt knee to a unique tomato sauce application technique, the stories will run as standalone spots as well as culminating in a hero TVC.
Wattie’s Head of Marketing Kiri Hyde says: “Our products are found in the cupboards and on the dinner tables of Kiwis from all walks of life, up and down the country. Meaning we’re there for all the moments in their lives – both everyday and special.
“We couldn’t be happier with how the new campaign brings this sentiment to life.”
ECD Leisa Wall says: “We break bread with those we care about most and in that simple gesture, we say a lot. We might not literally speak the words ‘I care about you’, but we don’t have to. That moment and the offering of food says it all.”
ECD Peter Vegas adds: “It’s really exciting to be launching this new platform for one of New Zealand’s most iconic brands. And we couldn’t be happier with how the work has turned out. It’s such a lovely thought and has been delivered beautifully.”
Agency: FCB New Zealand
Production Company: Finch
Director: Abigail Greenwood
Executive Producer: Rebekah ‘Bex’ Kelly
Producer: Kristian Eek
Casting: Catch Casting
DOP: Maria Ines Manchego
Offline editor: Anastasia Doniants
Online: Stu Bedford
Sound design: Brendon Morrow
Original Soundtrack: Mike Newport
Art Director: Rachel Lees