AO Studios, Multiplied, Dentsu and Eleven NZ connect over Wattie’s Connection Tables
With family moments at the dining table becoming rarer than ever before, Multiplied has teamed up with Wattie’s on its Feed the Love campaign once again. This time by inspiring families to come together and connect over a meal with Wattie’s Connection Tables.
Three Connection Table have been lovingly crafted by local artists Josh Lancaster, Maia Hegglun as well as Sara Hughes & Gregor Kregar.
Placed in Nelson, Mangawhai and Hawke’s Bay, each one serves as a symbol of the importance of sharing more over a meal, as well as a great place to enjoy fish ‘n’ chips.
They say it takes a village, and supporting Multiplied were the teams at AO Studios, Dentsu and Eleven NZ.
Says Aaron Taylor, creative partner, Multiplied: “It’s been incredibly rewarding for the team to bring this idea to life.
“There are so many positive benefits from something so simple as genuinely connecting over a meal. Wattie’s is inviting Kiwis to rediscover the power of coming together at the table. Designed by local artists, these beautifully crafted pieces symbolise this connection, and we hope they inspire more Kiwis to share more over a meal, more often.”
Justine Powell, Wattie’s head of marketing says the tables are a realisation of Wattie’s Feed the Love brand positioning: “For over 80 years, Wattie’s have been at the centre of tables inside Kiwi homes. We know how important it is for families to gather ‘round the table’ for mealtimes.
“We believe it is essential to encourage these moments of connection, something that is happening less and less in our everyday lives. So, it felt right to bring these tables to life, in scenic locations around the country where many Kiwis can enjoy special moments with their loved ones, year after year.”
The integrated campaign, supported by PR, video on demand, social and digital, has been rolled out over the past three months.
Says Powell: “More than just putting another ad out we wanted to create something for people to connect over and bring them together in way that is fun, memorable and is uniquely Wattie’s.”
The tables have been well received by local communities where they’ll stay in place to be enjoyed for many summers to come.
Says Ian Benet, general manger at Eleven NZ: “It has been a great campaign to be a part of — and incredible to see it come to life. I know the teams at AO Studios, Multiplied, and Wattie’s have worked incredibly hard to make this idea a reality. It was an honour to be just a small part of it.”
Client: Wattie’s
Head of Marketing: Justine Powell
Senior Brand Manager: Quynh Nguyen
Artists:
Josh Lancaster – The Nikau Table
Maia Hegglun – Te Kotahi
Sara Hughes & Gregor Kregar – The Brick Table
Lead Creative Agency: Multiplied
Creative Partner: Aaron Taylor
Creative Director: Smeta Chhotu-Patel
Strategic Partner: Troy Fuller
Client Services Partner: Tom Roydhouse
Senior Account Manager: Sian Casey
Copywriter: Kieran Beck
Production Agency: AO Studios
Post Production: Box Cutter
PR and Communications: Eleven NZ
Media: Dentsu
6 Comments
Branded tables to bring us together. No thanks, I’d rather sit on the grass.
Incredibly stupid idea. They should have just put another ad out. But they probably couldn’t think of anything.
Merry Christmas anyway.
Some internet trick or a fake activation do it for? This is real and lasting and has value.
I sat on the brick one yesterday with family, it was cool and I noticed no branding.
Mac op
This must have been steered by Ian. B