AUCKLAND, NEW ZEALAND – Life doesn’t always go to plan, especially for young Kiwis navigating exam crams, unplanned hangouts or the chaos of everyday work life. Recognising these unpredictable moments, iconic New Zealand brand Wattie’s has launched a new integrated campaign that reframes frozen meals as the go to saviour when mealtime falls through the cracks.
Titled ‘Wattie’s Got You’, the campaign is the result of a dynamic collaboration between brand activation agency Curious Nation, internal Kraft Heinz creative shop The Kitchen, and production house ANTI. The work delivers a modern twist on Wattie’s long-running brand platform, Feed the Love, spotlighting frozen meals as the low stress, high reward answer to flatting life’s curveballs.
In a strategic move to connect with its digitally native, time poor audience, Wattie’s has also teamed up with MILKRUN, the fast delivery platform, to bring the message home. As part of the activation, MILKRUN will deliver over 2,500 ‘flatties packs’, each featuring three Wattie’s frozen snack meals, to eligible users in key suburban zones across Auckland, Wellington, Canterbury, Waikato and Dunedin. The partnership rollout includes four weeks of MILKRUN-driven digital offers and bundle promotions.
Gareth Brock, head of strategy at Curious Nation, said: “This idea was all about showing up for young Kiwis in a way that feels real andrelatable. We didn’t want to lecture them about planning, but we wanted to celebrate the chaos of flatting life and meet it with something fun, fast and genuinely useful. ‘Wattie’s Got You’ gave us the creative platform to reframe frozen meals as the unsung heroes of those unpredictable moments. Delivering them straight to the doorstep through MILKRUN made the idea tangible, memorable and shareable.”
Andrew Donegan, managing director of Wattie’s, said: “Wattie’s frozen meals are made for the days when you’re exhausted, busy or just forgot to plan. This campaign speaks directly to young Kiwis showing that frozen doesn’t mean compromise, it means convenience, speed, and seriously tasty food that has your back when life gets hectic.”
The campaign’s rollout spans TVNZ+, out-of-home, in-store activation and social media, bringing a full-funnel approach to brand storytelling while meeting consumers where they are.
