Since 2024.
Following the launch of its Hello Chocolate Lovers platform in 2024, Whittaker's is releasing four films that explore a deeper layer of Chocolate Lover behaviour in a campaign via Bastion Aotearoa.
"The platform has resonated strongly across our markets,” said Whittaker’s chief marketing officer, Soraya Cottin.
“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 films include Thirsty, Kitchen Blind Spot, Better to Receive, and Favourite Walk.
"What we discovered, as we spoke to more Chocolate Lovers, is that mischievousness is where the real love lives,” said Bastion Aotearoa head of strategy Ryan Jordan.
“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 work launches across television, digital and social across New Zealand and Whittaker’s export markets.
"These scripts work because they're true to how Chocolate Lovers actually behave,” said Bastion Aotearoa chief creative officer, Oli Green.
“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."
Credits:
Brand: Whittaker’s
Creative: Bastion Aotearoa
Media: MBM
