Wattie’s has launched a new integrated campaign, Got You, positioning its frozen meals as a convenient option for young New Zealanders navigating busy or unpredictable days.
The campaign was developed by brand activation agency Curious Nation, with creative execution by Kraft Heinz’s internal agency, The Kitchen.
Got You presents frozen meals as a practical solution for everyday situations—from last-minute study sessions to late work shifts. It continues Wattie’s Feed the Love brand platform, aiming to connect with younger consumers by emphasising ease and speed.
As part of the campaign, Wattie’s has partnered with grocery delivery service MILKRUN to distribute over 2,500 ‘flatties packs’, each containing three Wattie’s frozen snack meals. The promotion targets eligible MILKRUN users across Auckland, Wellington, Canterbury, Waikato, and Dunedin.
Gareth Brock: ‘Delivering them straight to the doorstep through MILKRUN made the idea tangible, memorable and shareable.’
“This idea was all about showing up for young Kiwis in a way that feels real and relatable,” Gareth Brock, head of strategy at Curious Nation, said.
“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: ‘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.’
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 partnership includes four weeks of MILKRUN-led bundle deals and digital offers. The campaign will roll out across TVNZ+, out-of-home, in-store promotions, and social media.