Whittaker’s ambition is to have the world loving world-class chocolate from Porirua. This is the core value of the Whittaker’s brand. It is a beans-to-bar company, controlling the whole manufacturing process, focusing on quality and honesty. It has a character that is bold, generous, inspired and nimble.
The challenge to become a world-class chocolate company has at its heart, a desire to be the best at everything – the processes, the ingredients, the people, etc. This uncompromising approach is epitomised in the communications strategy. Whittaker’s has built a quality story in its advertising through Andrew and Brian Whittaker, Nigella and Beans- to-Bar. The marketing has strengthened this with an online presence, especially on social media where the brand has over 750,000+ loyal brand advocates who share the company’s passion for chocolate every day.
Whittaker’s aims to build long-term sustainable growth that will continue to increase the wealth of the brand, while operating in an extremely competitive market with four major multinational competitors, that have much deeper pockets and significantly more resources.
The focus on being the best and the ambition to be world-class is demonstrated through its success in investing in quality. Whittaker’s drew insights from other markets such as craft beer, coffee and candles, all of which had success premiumising their categories. The company achieved this by purchasing a Swiss 5 Roll Refiner machine; using Nigella Lawson to promote its Creamy Milk product;
the launch into the premium 100g block market with its New Zealand Artisan Collection; and its innovative collaboration products with L&P, 100s & 1000s, Jelly Tip, K Bar, Toffee Milk and Lewis Road Creamery.
Whittaker’s became a market leader in the block chocolate market for the first time in 2015. The volume of Whittaker’s Creamy Milk has increased more than five-fold and is now the number one block in New Zealand. To add to that, Whittaker’s has won New Zealand’s Most Trusted Brand for the past six years (Reader’s Digest) and the Colmar Brunton’s Most Loved Brand for the past five years.
Jelly Tip was the most successful launch in the company’s 121-year history, which resulted in achieving market leadership in the block market for the first time. The brand has continued to maintain this position.
In addition, the New Zealand Artisan Collection has become market leader after just two years. Whittaker’s is now market leader in 100g with a 45.9 percent market share and a 16.2 percent price premium to Lindt. They have transformed the category by providing incremental value sales that have more than doubled since launch.
The company stresses the importance of everyone sharing the vision of being world-class in everything they do. The mantra is: “Always invest in quality, whether it is the product, the marketing, the equipment, or people. Always be bold and try something different—the results will be worth it. Always have the ambition to be the best.”
Task description: Every Monday, we have new HOME LEARNING to be completed by the following Friday. On Friday mornings we mark it in your home room with our teacher. For one of the tasks, we had to re-create a well-known brands advertisement, and if they didn’t have one then we had to create one. I chose Whittakers to do my advertisement, because it is my familys favourite chcoclate. After that we completed the task, we posted it on our blog. I enjoyed this task very much, and I hope to do more like this soon. Hope you enjoyed. Please leave a comment; thank you for visiting my blog.