Wattie’s ‘Got You’ Activation
A culturally connected campaign that celebrated the chaos of flatting life — and made frozen meals the everyday hero.
Client:
Kraft Heinz New Zealand
The brief
Wattie’s wanted to win the hearts (and stomachs) of young Kiwis during those unpredictable mealtime moments — exam crams, impromptu hangouts, or plain old burnout. The ask? Make frozen food relevant, useful, and proudly loved again by flatters across New Zealand.
Our curious spark
We dug into the emotional reality of flatting life — messy schedules, tight budgets, big appetites. The truth? Meals are often last on the list. That insight sparked a creative leap: instead of preaching planning, we’d embrace the chaos. Wattie’s Got You became our rallying cry — positioning frozen meals as the fast, tasty fix that shows up when nothing else will.
Why this campaign mattered
Flatting life is full of fails, but food doesn’t have to be one of them. This campaign championed frozen food as the no-judgement, always-ready option — turning Wattie’s into a cultural ally, not just a meal choice.
Activating curiosity and creativity
Our curious crew at work
Curious Nation developed the ‘Got You’ creative platform and brokered the partnership with MILKRUN, ensuring the idea didn’t just live in media — it showed up in real life, at the right moment, with the right tone.
Proof that curiosity pays off
For Watties:
The campaign was highly successful in recruiting new buyers (71% new-to-brand) and securing broad trial through free packs. 2,500+ Flatties Packs were delivered, with recipients actively sharing their stash across social channels.
For Milkrun:
The platform proved to be an effective driver of trial and awareness through targeted digital touchpoints and CRM-led conversion, showing its value as a brand activation partner.
Retail and partner feedback
MILKRUN and retail partners celebrated the tangible impact, fast execution, and fresh take on a familiar category.
Lessons in curiosity
By asking, “How do we make frozen food feel like a flatmate win?” we landed on an idea with heart, hustle, and hot meals. Wattie’s Got You proved that showing up with humour, speed, and real value wins every time.