AUCKLAND, Today: Life doesn’t always go to plan — exam stress, last-minute hangs, or just a long day can throw off any routine. And for young Kiwis, meals often take the hit.
That’s where Wattie’s steps in. Their new campaign, Wattie’s Got You, flips frozen meals into flatting-life lifesavers — faster than takeaways and quicker than a cheese toastie when things go off-script.
Created by Curious Nation and Kraft Heinz’s in-house agency The Kitchen, the campaign builds on Feed the Love to highlight how frozen meals can save the day for a new generation.
To bring it home (literally), Wattie’s has teamed up with MILKRUN to deliver surprise frozen meal bundles straight to hungry flatmates across the country — in minutes.
Phase one sees more than 2,500 meal packs sent out to eligible MILKRUN users in Auckland, Wellington, Canterbury, Waikato and Dunedin — each with three Wattie’s frozen snacks inside.
“This idea was all about showing up for young Kiwis in a way that feels real and relatable.” – Gareth Brock
That rollout includes four weeks of MILKRUN-led digital deals and bundle promos, putting Wattie’s meals right where they’re needed most — in flatties’ freezers.
“This idea was all about showing up for young Kiwis in a way that feels real and relatable,” said Gareth Brock. “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.”
“Wattie’s frozen meals are made for the days when you’re exhausted, busy or just forgot to plan,” said 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.”
Curious Nation led the creative platform and locked in the MILKRUN collab, while The Kitchen took the idea from concept to final execution, with production by ANTI.
The campaign’s rolling out across TVNZ+, out-of-home, in-store activations and social channels.
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