‘It’s Wattie’s you need’: Kiwi icon returns in first masterbrand campaign since 2021 via TBWA\NZ

For generations of New Zealanders, Wattie’s has been part of everyday life. From spaghetti toasties to peaches and ice cream, t-sauce at the BBQ to a quick mac ‘n’ cheese at lunch – it’s a brand woven into how Kiwis have grown up eating top notch food made in their own backyard. Now, for the first time since 2021, Wattie’s is back with a new masterbrand campaign via TBWA\New Zealand.

The new campaign ‘It’s Wattie’s You Need’ is a fresh take on a brand that’s been part of Kiwi lives for more than 90 years.

Rolling out across TV, online video, social, Out of Home and radio, the new campaign playfully brings together a series of familiar moments where Wattie’s delivers the comfort Kiwis crave at different times and places. A modern take on Wattie’s’ legacy of creating iconic jingles, the work brings humour, slices of Kiwi lives and a sense of craving to each scenario, featuring some of the brand’s most recognisable products, including Baked Beans, Spaghetti, Tomato Sauce, Hawke’s Bay-grown canned peaches, and Frozen meal favourites.

The work is designed to be confident and unmistakably current whilst drawing on the familiarity of a well-earned, rich nostalgia. It’s a celebration of the role Wattie’s plays in Kiwi life and in the pace of modern New Zealand.

Says Justine Powell, Head of Marketing at Wattie’s: “Wattie’s has made some changes this year which have been challenging but necessary to strengthen our business. This Masterbrand campaign represents a new era for our much-loved Kiwi brand, as we move into the future.

“Wattie’s has always had a special place in Kiwi hearts and communities but we don’t take that for granted. If we want to keep supporting local growers, producing food here and being part of New Zealand communities, we have to keep investing in the brand.

“This campaign is about showing up in a way that feels as relevant today as it has for generations – a celebration of how New Zealanders live, eat and connect now. It’s a long-term investment in making sure Wattie’s continues to earn its place for years to come.”

Says Shane Bradnick, Chief Creative Officer at TBWA\New Zealand: “There are certain moments where only Wattie’s will do – and people will go out of their way for it. That gave us a really fun platform to play with. The jingle brings those moments to life in a way that feels entertaining, current and a little bit unexpected. It’s modern but, still grounded in something people already know and love.”

The campaign is already resonating, with the work recognised by Kantar New Zealand as the Ad Impact Award winner for May 2026. Naming Wattie’s a “Timely Hero”, Kantar commended the work for refreshing the iconic brand while reinforcing its role in providing Kiwi comfort in a meaningfully different way.

Founded in 1934, Wattie’s remains a significant part of New Zealand’s food landscape, employing more than 1,200 people across the country and continuing to produce hundreds of products locally, including at its Hawke’s Bay sites.

Client – Wattie’s
Michael Magee – CMO
Justine Powell – Head of Marketing, Ready Meals
Quynh Nguyen – Senior Brand Manager
Amy Dunlop – Senior Brand Manager
Andrew Holland – Consumer Insights Manager

Creative Agency – TBWANew Zealand
Media Agency – Dentsu Aotearoa
Production Company – Film Construction
Director – Tom Wilson
Photographer – Steve Boniface
Sound – Cam Ballantyne

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