Wattie’s ‘feeds the love’ with newly launched brand campaign via FCB New Zealand


Wattie’s new brand campaign, launching this week via FCB New Zealand, invites Kiwis to “feed the love” using their iconic products to deliver the message.


Says Leisa Wall, ECD, FCB: “It’s a celebration of the little moments. We break bread with those we care about most and in that simple gesture, we say a lot. We might not literally speak the words ‘I care about you’, but we don’t have to. That moment and the offering of food says it all.”

The campaign tells a series of stories – each an affectionate moment between friends or family. And each very much a case of actions speaking louder than words. The characters leave a lot unsaid, but by switching out their well-known product labels for expressions of affection, Wattie’s let us in on what they’re really saying.

Says Kiri Hyde, head of marketing, Wattie’s: “Wattie’s has been known and loved for generations. Our products are found in the cupboards and on the dinner tables of Kiwis from all walks of life, up and down the country. Meaning we’re there for all the moments in their lives – both everyday and special. We couldn’t be happier with how the new campaign brings this sentiment to life.”

Wattie’s ‘feeds the love’ with newly launched brand campaign via FCB New Zealand

From the classic bag of peas on a hurt knee to a unique tomato sauce application technique, the stories will run as standalone spots, as well as culminating in a hero TVC, celebrating the seemingly small, but very meaningful things New Zealanders do every day to feed the love.

Says Peter Vegas, ECD, FCB: “It’s really exciting to be launching this new platform for one of New Zealand’s most iconic brands. And we couldn’t be happier with how the work has turned out. It’s such a lovely thought and has been delivered beautifully.”

Wattie’s ‘feeds the love’ with newly launched brand campaign via FCB New Zealand

Creative Agency: FCB New Zealand
Executive Creative Director: Leisa Wall
Executive Creative Director: Peter Vegas
Senior Copywriter: David Shirley
Senior Art Director: Melina Fiolitakis
Creative Services Director: Jenni Doubleday
Craft/Designer: Josh O’Neill
Retoucher: Scott Kelly
Studio Manager: Simon Pengelly
Head of Content: Amanda Langkilde
Senior Content Producer: Rebecca Casey
Managing Director: Toby Sellers
Senior Account Director: Emily Jagger
Account Manager: Olivia Miller
Motion Graphics Editor/s: Sam Knight
Planner: Sue Kipling
Media: Dentsu

Client: Wattie’s
Head of Marketing, Ready Meals: Kiri Hyde
Head of Marketing, Frozen & Chilled: Sherri Zhou
Chief Marketing Officer: Shane Kent
Managing Director: Neil Heffer
Head of Customer Insights: Rebecca Vella
Shopper Activation Manager: Jade Seaton

Production Company: Finch
Director: Abigail Greenwood
Executive Producer: Rebekah ‘Bex’ Kelly
Producer: Kristian Eek
Director of Photography: Maria Ines Manchego
Art Director: Rachel Lees
Casting: Catch Casting

Post Production
Offline editor: Anastasia Doniants
Colourist: Matic Prusnik

Online & VFX: Stu Bedford
Post production producer: Amelia Bromley

Sound Studio: Liquid Studios
Sound design: Brendon Morrow
Original Soundtrack: Mike Newport

Stills Photography
Photographer: Simeon Patience