Whittaker’s star-studded ‘Destinations’ ad, featuring Nigella Lawson and a few of her friends, was the standout creative effort in what was a highly competitive month.
In the spot by Assignment Group, Lawson receives a luxurious golden box filled to the top with Whittaker’s new range of chocolate. After sending out a text to her friends, Stephen Fry, Joanna Lumley and Bill Bailey come knocking on her door to devour the spoils.
The combination of humour and a collection of likeable characters resonated with the New Zealand public, who expressed their enjoyment at the ad.
Kiwis also noted that the use of international celebrities sets the brand apart from the competition and creates the impression that Whittaker’s is setting trends rather than following the crowd.
If anything, this ad was another reminder that ads don’t have to shout at consumers to be effective. Quite often, a simple idea well executed is all that’s needed to give New Zealanders something worth remembering and talking about.
Fonterra also deserves a mention this month for its ad showing the reach of the dairy giant’s products around the world.
The story is really the champion in this ad, taking consumers on an informative journey from the farm to the high-end restaurants that use Anchor products internationally.
The creative makes Fonterra seem different from other milk providers, and New Zealanders also said that it conveyed new news, which is both credible and easy to understand.