Whittaker’s sweetens the deal

AUCKLAND, Today: Whittaker’s just rolled out their new brand platform via Bastion Shine, celebrating all you Chocolate Lovers and your passion for their treats.

This new positioning, Hello Chocolate Lovers, showcases Whittaker’s unique chocolate-making approach and aims to keep them at the top in New Zealand and stand out globally.

While Hello Chocolate Lovers isn’t a new phrase for Whittaker’s, it’s now the backbone of their philosophy on making chocolate and who it’s for.

This shift is a big move for the brand. “New Zealanders have long loved Whittaker’s chocolate, and many have experienced the distinctive approach we take in crafting chocolate, but we don’t take this for granted,” says Soraya Cottin, Whittaker’s Chief Marketing Officer.

Soraya adds, “We’re constantly innovating to see how we can keep Chocolate Lovers coming back to us and to encourage new Chocolate Lovers to experience our product, because when they do, they love it.”

Ryan Jordan from Bastion Shine explains, “There’s people who like chocolate, and then there’s people who love it. And Whittaker’s is a brand for real Chocolate Lovers, including those who don’t know it yet.

“There’s people who like chocolate, and then there’s people who love it. And Whittaker’s is a brand for real Chocolate Lovers, including those who don’t know it yet.” – Ryan Jordan

“We wanted to create a brand platform that would allow us to talk directly to people who were in the know and reflect back the intimate behaviours and intricate rituals they have with Whittaker’s chocolate,” says Ryan.

The campaign kicks off today in New Zealand and Australia with several films that highlight the quirky rituals Chocolate Lovers have. Directed by Jesse James McElroy and produced by Flying Fish, these spots aim to connect deeply with fans.

“It’s a privilege to be able to build on such an iconic and loved New Zealand brand,” shares Rich Maddocks, Chief Creative Officer at Bastion Shine. He continues, “We know people tend to get a little crazy around Whittaker’s.

By tapping into the humour around that, we think we’ve hit on an area that’s not only entertaining but also incredibly relatable. We hope Chocolate Lovers can see a part of themselves in this work.”

Check out the lead campaign video, The Pantry, along with Moment and Whispered, at Whittaker’s videos via Bastion.

The campaign is supported by media that highlights the allure of Whittaker’s chocolates and showcases how their chocolate making stands apart, featuring outdoor ads, social media, and brand experiences.