Whittaker’s new ads make Chocolate Lovers feel seen

Whittaker’s is releasing four new films as part of its Hello Chocolate Lovers platform, in partnership with Bastion Aotearoa.

The new films, ‘Thirsty’, ‘Kitchen blind spot’, ‘Better to receive’, and ‘Favourite walk’ intend to explore a deeper layer of “Chocolate Lover behaviour”. In particular, the mischievous relationships that form between people and their favourite chocolate.

It’s here that the real love lives, says 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.”

Genuinely understood

Since its launch in 2024, the Hello Chocolate Lovers platform has driven strong commercial and emotional traction for the brand, including winning Effie Awards for its strategic approach.

Whittaker’s chief marketing officer Soraya Cottin says the platform has resonated strongly across their 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.”

Bastion’s chief creative officer Oli Green adds that the film scripts work because of this: they’re true to how people actually act.

“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.