Business Objective
Consumers were trading down to competitor brands primarily based on price….they were happy to trade quality for price.
Wattie’s needed to reconnect with consumers by recreating the strong emotional bond to this iconic brand….a heart over head decision.
After all… “WATTIE’S TOMATO SAUCE IS THE QUINTESSENTIAL KIWI ICON”, it’s part of our DNA.
Creative
Hey New Zealand let’s find the Sauce of KIWINESS!
Concept is about everything that is KIWI. It’s about what makes a New Zealander a Kiwi – what gives us our KIWINESS!
Mechanic
Sweepstakes Draw – Consumers entered the unique code from participating products online for their chance to win great NZ summer prizes every day.
Support
On Pack, Instore POS, PR and mass media support.
Results
Halted category decline – sales increased by 8% during promotional period.
