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.