Nigella's taste test aims to convert chocolate lovers

  • Advertising
  • May 26, 2014
  • StopPress Team
Nigella's taste test aims to convert chocolate lovers

There was plenty of media frothing when Nigella Lawson ventured to Wellington recently and shut off part of the train station to film a new ad for Whittaker's. And now the result of that filming—a taste test that aims to get punters to switch to its five-roll refined variety—has been released across Australasia. 

  • Viewing on other websites has been disabled. So watch the 30 second ad here and the 15 second ad here.

The clip, which features the obligatory dose of Lawson's famed brand of innuendo, launched last night and Assignment Group's Livia Esterhazy says it's already been watched two million times on Facebook. And, following on from the largely positive social commentary after Whittaker's announced it would continue working with Lawson, despite her admission of drug-taking in a recent court case, the ad seems to have been received well too. 

Esterhazy says Lawson was really lovely, professional and down to Earth and was happily signing autographs between takes. And while Whittaker's hasn't knocked Cadbury off its perch yet when it comes to dairy milk sales, the association with Lawson has been very successful and she's confident it will happen eventually. 

According to a story in Stuff from late last year about the legal battle between Whittaker's and Cadbury over the term Berry Forest, "confectionery sales in New Zealand were worth $557 million last year, up from $494m in 2008. Chocolate was the biggest chunk of the sector with 58 percent of that total. Whittaker's claims it is steadily gaining on Cadbury's market share and says it now holds more than 33 percent of the local market ...Cadbury says Nielsen figures put it with 52 percent of the chocolate block market." 

Whittaker's also appears to be winning a few hearts and minds, replacing Cadbury as the most trusted confectionery brand in the Reader's Digest survey in 2010 (following on from Cadbury's big fall after the palm oil/size reduction fiasco of 2009). Last year it took out the confectionery title and most trusted of all brands surveyed categories, just as it did in 2012.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit