Wattie's tomato sauce is a staple of many a pantry, fridge or glove box in New Zealand, and to launch its new stuck-sauce solution, the Upside Down Bottle, Heinz Wattie's has launched a new brand campaign that celebrates the ingenuity of passionate Kiwi sauce fans in getting every last drop of that glorious red elixir out of the bottle.
With the tagline 'Flippin’ Kiwi genius', the Upside Down Sauce range features the hero product, as well as six other sauces. And,following on from a range of other condiment providers, including its own Heinz ketchup range, the bottle features a large stay-clean cap and neck that "ensures the bottle stands up in the fridge and the sauce funnels down easily to the exit point".
Running with Scissors won the Heinz Wattie's business in the middle of last year, taking over from DDB, and this is the third campaign it has launched for the company.
“Part of the joy of working with Heinz Wattie’s is creating campaigns for brands and products that are loved by Kiwis and feature in their daily life,” says Andy Mitchell, boss at Running with Scissors. “Wattie’s tomato sauce is such an integral part of our summer, BBQs and fish 'n chips that everyone wants to share their tips for extraction. The research stage for this campaign was amazing. Kiwis are truly ingenious in their dedication to trying to extract every last drop.”
The TVC, which was shot by Thick as Thieves' Alex Sutherland and launched on February 10, is complemented by activity across radio and social media platforms, with plenty of requests for fans to share their favourite extraction methods and win prizes last week.
And while we're at it, here are a few classic Wattie's tomato sauce ads.
This post originally appeared on StopPress