Best Foods marks a decade with NZ International Comedy Festival

The New Zealand International Comedy Festival (NZICF) and Best Foods mayonnaise are thrilled to announce the extension of their successful partnership for two more years.

This milestone marks a decade of collaboration, during which time they’ve together strengthened New Zealand’s comedy scene. This enduring partnership is a testament to the impactful relationships the New Zealand Comedy Trust (NZCT) fosters to support Aotearoa’s comedy sector.

The relationship between Best Foods and the NZCT partnership has proved that comedy and mayonnaise can go hand-in-hand, creating memorable moments both on and off the stage. This inventive alliance reflects the NZCT’s dedication to strengthening New Zealand’s internationally recognised comedy ecosystem. By forging corporate relationships that support and fuel creativity, the Trust has helped grow a vibrant comedy scene for over three decades.

“Best Foods has been an ideal partner because they understand and value the artistry and community that make the Comedy Festival such a unique event,” shares Lauren Whitney, Chief Executive of the New Zealand Comedy Trust.

“For nearly a decade they’ve been more than sponsors—they’re champions of comedy in Aotearoa and have helped us provide a platform for comedians to thrive, audiences to connect and creativity to flourish.”

Local comedians have embraced the Best Foods partnership with content that resonates with audiences online. From the iconic mayo pyramids at the Best Foods Comedy Gala to social media content creations like Cooking With Comedians, comedians at every stage—from emerging artists to household names—have found ways to weave Best Foods into the spirit of the Festival.

Audiences, too, have come to love this playful connection, embracing the festival’s distinct atmosphere and adding to its memorable community feel.

“Supporting the NZ International Comedy Festival has been an incredibly rewarding experience for Best Foods mayonnaise. Together, we’ve created unforgettable moments—both on stage and online—that resonate with audiences of all ages,” says Nabomita Bagchi, Head of Marketing at Unilever International.

“Our partnership has shown how creativity can thrive when brands and the arts come together, and we’re excited to continue bringing a little more flavour (and a lot more laughter) to the comedy scene in New Zealand,”

Another recent success story is NZCT’s collaboration with Parrotdog Brewery to create LAUGHER, a specially brewed festival beer. The 2024 Best Awards nominated lager, recognised for Best Design Communication, was so well received it will be available in retail stores in 2025. This partnership demonstrates NZCT’s skill in creating innovative brand alignments that enhance audience engagement and promote the comedy sector.

Founded in 1995, the NZCT has long been a leader in event delivery, capability building, audience development, and advocacy within Aotearoa’s comedy sector. The Trust not only delivers flagship events like the NZ International Comedy Festival, the Best Foods Comedy Gala, and Best Comedy Show on Earth, Last Laughs, but also provides a pathway for emerging talent through awards such as the Billy T, Fred, and Topp Prize.

Each year, the Trust supports the development and evolution of comedians at all career stages, enabling them to hone their craft, connect with audiences and collaborate with international talent.

As the Trust celebrates its ongoing partnership with Best Foods, it also celebrates the community of comedians, creators, and audiences who have made this partnership possible and continue to champion New Zealand comedy on the world stage.

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