Our target (Kiwis aged 30–50) grew up listening to Sunday Morning Kid’s Stories on the radio. Kids lay in bed listening early in the morning as parents slept in.

Beautifully produced and expertly narrated tales (most often about animals) such as Peter and the Wolf and Peter Rabbit, were a big part their childhood, much like tomato sauce – something us Kiwis apply to almost anything.

Our campaign tapped into this storytelling style with our own magical and somewhat disarming animal tales, which set up the reason for putting a decent tomato sauce on your meat.