Watties To Home

Wattie’s to Home was a Christmas campaign delivered across the 2022 and 2023 festive periods, designed to strengthen brand relevance during a key seasonal moment. The 2023 iteration centred on a custom, personalised bottle of Wattie’s classic Tomato Sauce, developed exclusively for the Christmas season. By introducing a limited-edition festive design, the campaign positioned a core pantry staple as a giftable product, aiming to embed the brand within family traditions and at-home holiday moments while driving incremental seasonal relevance rather than product innovation.

Social media posts utilised identical captioning, focusing on core product information and providing a direct link to purchase. The messaging emphasised the limited-edition Christmas designs as a key purchase driver; however, the lack of variation in creative or messaging limited opportunities to test different value propositions or optimise engagement across platforms.

Early in the Wattie’s to Home campaign, Supermarket News published an article outlining the campaign in a positive, promotional tone, positioning the personalised Tomato Sauce bottle as “the perfect stocking filler.” While it is unclear whether the coverage was paid or earned, the timing and messaging suggest the article played a role in establishing early awareness and reinforcing the product’s giftability.

25,000 personalised bottles ordered, fulfilled and delivered across Australia and New Zealand by Malcove.