Shelley Smith, group marketing manager for Wattie’s Quick Serve Meals said: “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.”
Ben Cochrane, managing director, The Business said: “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.