Fart nouveau

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Wattie’s have launched their new 50% less-sugar Baked Beans by reassuring consumers that they still make you fart.

Group marketing manager Daniel Paki said: We wanted to do something a bit more interesting than just a functional product message. Baked beans and spaghetti are informal, fun and a staple Kiwi food – one that also has some side effects!

“So we leveraged that in our comms … loudly.”

The Business Marketing Group created the campaign with Starcom. It runs nationwide on outdoor, digital & social channels until the end of June.

See the other two executions below.


Creative Agency: The Business Marketing Group
Creative Director: Craig Farndale
Client Services Director: Greg Antoine
Production Company: The Rig
Media Agency: Starcom

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