Whittaker’s has released a campaign via Assignment Group to promote the newest additions to its artisan range, and it’s brought back its brand mascot Nigella Lawson.
One ad has Lawson walking through a fruit market, introducing the overall range, or the “four new artisans”. In the other spots she talks about the specific flavours and their origins, in her usual sultry tone.
Premium products, or rather everyday consumables that are being identified, remade or rebranded as premium products are really taking off.
For example, craft beer. ANZ’s 2015 industry insight says the craft beer industry in New Zealand grew by forty percent within a year.
Craft beer also added $22.3 million to the economy in 2014.
There seems to be premium products popping up in many sectors, finding holes in markets. Think Lewis Road Creamery, Puhoi, Pic’s peanut butter and recently Lumojo honey.
Consumers are finding value in the idea of going back to basics, celebrating the handmade, the locally sourced ingredients or locally produced products.
Amazon has even launched its own craft marketplace, which allows artisans to set up a profile and sell their handmade goods to a local customer base.