Heinz Wattie’s have launched a fully integrated TTL campaign for Wattie’s Baked Beans and Spaghetti.
Shelley Smith, Group Marketing Manager for Wattie’s Quick Serve Meals says, “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 at The Business says “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.
ends