Whittaker’s campaign celebrates mischievous rituals of Chocolate Lovers via Bastion Aotearoa

Following the launch of its Hello Chocolate Lovers platform in 2024, Whittaker’s has a new campaign, developed by Bastion Aotearoa, that explores a deeper layer of Chocolate Lover behaviour, capturing the cheekiness and mischievousness that define how real Chocolate Lovers feel about Whittaker’s.

 

Since its launch, the Hello Chocolate Lovers platform has driven strong commercial and emotional traction for the brand. The platform won Effie Awards for its strategic approach.

Says Soraya Cottin, Chief Marketing Officer, Whittaker’s: “The platform has resonated strongly across our markets. What’s been particularly notable is how Chocolate Lovers have responded to feeling genuinely understood. These new films build on that by celebrating the behaviours that real Chocolate Lovers recognise in themselves.”

The launch of the Hello Chocolate Lovers platform focused on individual rituals and moments of chocolate love. The new work builds on this, exploring the mischievous relationships that form among Chocolate Lovers across the Whittaker’s range, from Blocks to Slabs to Pods.

Says Ryan Jordan, Head of Strategy, Bastion Aotearoa: “What we discovered, as we spoke to more Chocolate Lovers, is that mischievousness is where the real love lives. It’s the intensity of love that makes Whittaker’s Chocolate Lovers behave differently from casual chocolate eaters. The shift in this work is applying that single behavioural truth across the range. We’re showing that Chocolate Lovers express that same love differently, whether they’re sharing a Block, gifting Pods, or stealing a moment alone with a Slab.”

The new films, ‘Kitchen Blind Spot’ and ‘Favourite Walk’, are now airing, with ‘Thirsty’ and ‘Better to Receive’ still to come. Each captures one of these defining moments, celebrating the familiar behaviours that Chocolate Lovers instantly recognise in themselves.

Says Oli Green, Chief Creative Officer, Bastion Aotearoa: “These scripts work because they’re true to how Chocolate Lovers actually behave. We’re celebrating something people are genuinely protective of, so there’s no distance between the audience and the behaviour on screen. When a Chocolate Lover watches these films, we hope they will feel understood. We’re saying, yes, you do this, and yes, it’s what makes you a Chocolate Lover, not just a Chocolate Liker.”

The new work launches across television, digital and social across New Zealand and Whittaker’s export markets, continuing to put Whittaker’s as a brand and Chocolate Lovers globally in a position of strength.

Brand: Whittaker’s
Creative: Bastion Aotearoa
Production Company – Good Oil
Director – Dave Wood
Music & Sound Design – Liquid Studios
Media: MBM

 

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