Whittaker’s stays with MBM, Breakout Room, SweeneyVesty, AKQA

AUCKLAND, Today: Whittaker’s has identified the agencies who will steer the new campaign for Whittaker’s new Peanut Butter & Jelly Block, which kicks off today.

It’s being handled by Whittaker’s agencies of record – MBM (for creative & media), the Breakout Room (for content), SweeneyVesty (PR), and AKQA (for digital).

The launch of this limited-edition block is being supported by a digitally-led integrated marketing communications campaign including social, digital, out-of-home large format street posters, email, website, PR and POS.

SweeneyVesty’s Olivia Leckner said: “Having more than one filling in a block is a first for Whittaker’s and something a bit different from the way other chocolate flavour combinations are produced, which makes for a new and exciting eating experience.

“We’re thrilled to support local by using delicious peanut butter made by our friends at Pic’s in Nelson.”

“Whittaker’s Peanut Butter & Jelly features salty, smooth Pic’s peanut butter at one end, and tart, fruity Nelson boysenberry jelly at the other end, all encased in Whittaker’s 33% cocoa milk chocolate.

“As a New Zealand chocolate maker, we’re thrilled to support local by using delicious peanut butter made by our friends at Pic’s in Nelson. The jelly filling is also connected to the region, using a fresh boysenberry juice concentrate with fruit grown in the warm Nelson sunshine.

“The campaign accordingly calls on Whittaker’s chocolate lovers to make the sandwich.

“Disruptive vertical media placements and simple, high-impact messaging are used to tell Chocolate Lovers how to eat this new innovative block and to link the block to the iconic sandwich.”

• Earlier story