Heinz Wattie’s unveils new campaign for Wattie’s Baked Beans and Spaghetti via The Business
Heinz Wattie’s has launched a fully integrated TTL campaign via The Business, for Wattie’s Baked Beans and Spaghetti.
Says Shelley Smith, group marketing manager for Wattie’s Quick Serve Meals: “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.”
Says Ben Cochrane, managing director, The Business: “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 highlights the fun and informal aspects of the two products, with a young boy slurping 14 metres of Wattie’s Spaghetti, a woman shunning fashionable quinoa for beans on toast, a girl chomping down on beans and cheese on toast and a grown man licking some spilt sauce off his shirt. 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.
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
3 Comments
We have just seen your advert for your spaghetti with the boy and find that it shows the most disgusting table manners that we have ever seen .please remove this ad before new Zealand children get the idea that it is OK to do this.
From Sharon brooks and Colin morris.
Marketing sugar directly to kids…very forward thinking. Sure it’s fun to eat spaghetti, let’s not talk about the diabetes and obesity it helps promote?
Your recent promotion of Baked Beans whilst amusing ,is just plain crude.” A southerly blow” would be more humourous, but “fart” misses the mark….Sadly I feel one could have been more creative with language……