Kraft Heinz’s frozen meals brand, Wattie’s, has launched a new integrated campaign aimed at young New Zealanders. The campaign is creatively led by brand activation agency Curious Nation in collaboration with Kraft Heinz’s internal agency, The Kitchen.

Wattie’s has partnered with delivery service Milkrun to provide bonus ‘Wattie’s frozen meal bundles’ to flatmates across New Zealand. The campaign is being promoted through multiple channels including TVNZ+, out-of-home advertising, in-store activation, and social media platforms.

During the initial phase of the campaign, Milkrun will deliver over 2,500 ‘flatties packs’, each containing three Wattie’s frozen snack meals, to eligible users in Auckland, Wellington, Canterbury, Waikato, and Dunedin. This initiative builds on Wattie’s long-standing brand platform ‘Feed the Love’.

Curious Nation played a significant role in developing the creative platform and brokering the partnership with Milkrun. Wattie’s in-house agency, The Kitchen, was responsible for taking the creative concept from development to execution, with production handled by ANTI.

Head of strategy at Curious Nation, Gareth Brock, said: “This idea was all about showing up for young Kiwis in a way that feels real and relatable. 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.”

Managing director of Wattie’s, Andrew Donegan, 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.”