Whittaker’s has launched a new brand positioning and platform, Hello Chocolate Lovers, via Bastion Shine.
J.H Whittaker & Sons first appointed Bastion Shine as its integrated advertising and communications partner in New Zealand after a competitive pitch process in May 2023.
This latest brand platform is positioned around Whittaker’s unique way of making chocolate. It aims to cement Whittaker’s market position in New Zealand, while strengthening its momentum in Australia.
Central to the campaign is its suite of hero films directed by Jesse James McElroy of Flying Fish, which dramatise the rituals of chocolate lovers, such as the “pantry piece.”
The efforts will be supported by a roll out across outdoor, social, and brand experiences.
Soraya Cottin, Whittaker’s chief marketing officer, said that Whittaker’s is “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, Bastion Shine’s head of strategy, explained that there are “people who like chocolate, and then there’s people who love it.”
“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,” he said.
Bastion Shine’s chief creative officer, Rich Maddocks, added that “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.”
Bastion Shine was created in 2021 through Bastion’s acquisition of New Zealand creative and digital agency Shine. Bastion has has since announced the addition of other specialist business units, including Bastion Creative, Bastion Digital, Bastion Amplify, and Bastion Transform.
Last month, Bastion Agency appointed Cheuk Chiang as its new CEO for Australia and New Zealand. Chiang moved from his position as APAC CEO for Dentsu Creative.
See also: Bastion Agency names Cheuk Chiang as new CEO
Credits:
Client: Whittaker’s
Brand strategy, creative: Bastion Shine
Production: Flying Fish
Media: MBM
PR: Straight Up PR