Waitoa introduces Kiwis to a fresh take on dinnertime in new campaign via Quantum Jump

Designed to solve the mid-week meal dilemma Waitoa Flavour Kits have hit supermarkets. To raise awareness of this unique new product and the way it transforms dinnertime, Waitoa Free Range Chicken have partnered with Quantum Jump.

Combining succulent free range chicken with an innovative flavour disc, a tasty Thai Green Chicken Curry or Creamy Pepper Chicken can be on the table in minutes. The way this exciting product works is by dropping the disc into the pan with the browned chicken and adding coconut milk or milk. From there, the flavour infuses.

Says Ben Ward, marketing and category manager at Waitoa Free Range Chicken: “We gave Quantum Jump the challenge of introducing Kiwis to this fresh take on dinner. Given this product is a first in New Zealand, the creative not only needed to be clever and cut through, but also educate New Zealanders about the disc and how it makes dinner simple.”

Says Ben Goodale, CEO at Quantum Jump: “The key ingredient here is of course Waitoa’s free range thinking. They’ve developed a delicious product that makes life easier for us all, so we needed to pair this with equally flavour-packed creative and demonstrate how it could help New Zealanders simplify their evenings.

“Our key insight was that Kiwis, in particularly a younger demographic, are after an easier way to do dinner. They want ‘fakeaways’ and they want them fast. We translated this into the notion of shortcutting your meal without shortcutting the taste.”

Focused on a younger cohort of SINKs and DINKs this is a social-led campaign supported by OOH in close proximity to supermarkets. In addition to this, PR activity through PR Partners includes trade and lifestyle media, as well as content creator activations across TikTok and Instagram. In-store activations reinforce the campaign messaging at the point of sale.

Waitoa
Ben Ward – Marketing & Category Manager
Emma Carson – Brand Manager

Quantum Jump
Ben Goodale  – CEO
Wayne Pick – Creative Partner
Drew Ayers – Creative Partner
Zoë Macdonald-Mair – Business Director
Bella Chaytor Waddy – Account Manager
Jess Christie – Account Manager
Justin Biddle – Digital Execution

Rocket
Amanda Aliaga – Account Director
Delaney Collings – Group Business Director
Jonathan Adams – Digital Planner

PR Partners
Jon Ramage – Managing Partner
Sam Pfiszter – Publicity Executive