A Brand Built Into Kiwi Culture

For more than 90 years, Wattie’s has been a familiar presence in New Zealand homes.

From baked beans on toast to canned peaches with ice cream, the brand has become part of everyday traditions shared across generations.

Now, Wattie’s is celebrating that legacy through its first masterbrand campaign since 2021.

Introducing “It’s Wattie’s You Need”

Developed by TBWA\\New Zealand, the campaign introduces the platform “It’s Wattie’s You Need.”

The creative highlights relatable moments when people crave comfort, familiarity and great food.

Rather than focusing on a single product, the campaign brings together several of Wattie’s most iconic offerings under one unifying idea.

Baked Beans, Spaghetti, Tomato Sauce, Hawke’s Bay peaches and frozen meal favorites all play a role in the storytelling.

Nostalgia Meets Modern Life

The campaign draws on the emotional connection many New Zealanders have with the brand while presenting it through a modern lens.

Humor, recognizable situations and everyday family moments help create a sense of authenticity that feels both contemporary and nostalgic.

The result is a campaign that resonates with long-time customers while remaining relevant to younger audiences.

A New Take On The Classic Jingle

Wattie’s has long been known for its memorable advertising and iconic jingles.

This latest campaign builds on that heritage by incorporating playful storytelling and a modern tone while maintaining the warmth and familiarity that consumers associate with the brand.

The approach reinforces Wattie’s position as a trusted household name without relying solely on nostalgia.

Rolling Out Across Multiple Channels

The campaign is being activated across television, online video, social media, radio, and outdoor advertising.

This integrated media approach ensures the message reaches consumers wherever they spend their time, while maintaining consistency across every touchpoint.

The OOH component helps extend the campaign into public spaces, reinforcing the brand’s visibility and cultural relevance.

Why This Campaign Works

• Celebrates over 90 years of brand heritage.
• Uses nostalgia without feeling outdated.
• Highlights multiple iconic products.
• Connects with everyday consumer experiences.
• Creates consistency across all media channels.

With “It’s Wattie’s You Need,” Wattie’s demonstrates how established brands can stay relevant by embracing their history while speaking to the realities of modern life. The campaign is both a celebration of the past and a reminder that some brands remain part of daily routines generation after generation.