Close
 

From pop-ups to bricks and mortar: What New Zealand brands can learn from Whittakers

  • News
  • October 23, 2018
  • Hemma Vara
From pop-ups to bricks and mortar: What New Zealand brands can learn from Whittakers

Chocolate brand Whittakers has cracked the code, gaining title of New Zealand’s most trusted brand on numerous occasions. Although their product is primarily found in supermarkets, petrol stations and convenience stores, they have built a brand that is premium, hype-worthy and innovative.

Recently, our attention was caught by the Tip Top X Whittakers #Happimess pop-up in Newmarket. Pairing Whittakers chocolate with Tip Top ice cream was a natural choice - both being Kiwi companies with similar values. Whittakers controls it’s entire manufacturing process (dubbed ‘bean to bar’), and Tip Top is one of the few ice cream makers that uses fresh cream and milk.

This is not the first pop-up Whittakers has implemented - in 2016 an old-school milk bar style shop opened to celebrate the re-launch of the Whittakers K Bar. This was the first time that Whittakers had opened a physical storefront.

Pop-up concept stores drive hype amongst consumers and increase demand, due to their limited nature and high engagement levels on social media channels. But Whittakers has done more than just pop-up stores to build its brand. It has an impressive history of collaborations with other Kiwi brands to reach more customers and strengthen its position as a household name. From the All Blacks to L&P, 100s & 1000s, Garage Project and Jelly Tip, customers look fondly upon Whittakers’ innovations, leaving them to want more. There is also an aspect of customer nostalgia, for example the adults who would not purchase 100s and 1000s biscuits for themselves, but now have the opportunity to indulge in the chocolate by a premium brand which adults love and enjoy. This is exemplified by the use of Nigella Lawson in recent campaigns - Whittakers is decadent, premium and oozes sophistication.

Although collaborations among chocolate brands are nothing new, for example the Cadbury and Oreo collaboration, the connection for consumers is not local and does not install a sense of pride in customers, in part derived from Kiwi ingenuity. While Cadbury has been labeled as controversial, especially in 2009 when it defended its use of palm oil in chocolate, Whittakers has always always marketed itself as a good and honest Kiwi company. Some of Whittaker’s chocolate blocks are fair trade, and it cares for the community, supporting a number of charities as well as the youth of Porirua (where the Whittaker’s factory is based).

Now that Whittakers has cemented itself as a premium New Zealand brand, naturally it’s next step is to increase its global presence with the recent unveiling of a stand-alone store in Auckland International Airport. Whittakers already exports to Australia, some Pacific Islands, Canada, parts of Asia, the Middle East and Kenya. But with a stand-alone store in Auckland Airport, it is signifying to international visitors that it’s a New Zealand brand which they should take note of. The store in the airport has no physical walls, operating as more of a pop-up stand with its signature gold colour everywhere - an airside extravaganza. The iconic duty free chocolate brand Toblerone implemented a similar strategy in Zurich Airport, going so far as to use a mobile shop to test the viability of different airside locations.

Importantly, a stand-alone shop gives Whittakers better control over customer satisfaction and experience, as well as the ability to capture customer insights first hand. They don’t already have this through operation of an online store - this is not how consumers typically purchase chocolate. Instead, a store in an international airport where travellers are moving through at high rates, wanting to purchase a treat for themselves or a present for their loved ones, is a win for the brand.

It’ll be interesting to see where Whittakers goes next, and how it will keep on reimaging its brand to the delight of Kiwi chocolate lovers. Will the next collaboration be a chocolate gin, or choc-dipped kiwifruit? The new normal for Whittakers is always unexpected, yet customers flock towards their products. The combination of strong values, innovative collaborations and pop-ups to drive hype and demand are key drivers behind the company’s growth. Their success is certainly one to study, especially in a market where other chocolate producers are susceptible to controversy.

​ ​

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.

 

Restaurant Brands turns 22

  • News
  • March 26, 2019
  • Sarah Dunn
Restaurant Brands turns 22

As it prepares to celebrate its 22nd birthday, the listed corporate franchisor foresees a sunny future for the three – soon to be four - multi-site branded food retail chains it manages in New Zealand.

Read more
 
 

Linwood businesses struggle in mosque attack aftermath

  • News
  • March 26, 2019
  • Radio New Zealand
Linwood businesses struggle in mosque attack aftermath

A group of Christchurch businesses are struggling to get back on their feet after the attack on their neighbouring Linwood Mosque. Photo: RNZ / Katie Todd

Read more
 
 

Farmers account awarded to Clemenger Group

  • News
  • March 26, 2019
  • StopPress Team
Farmers account awarded to Clemenger Group

99 and Colenso BBDO have won the creative and customer experience business for Farmers. The win, after a competitive pitch, sees the advertising account return to 99 after a six-year hiatus.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Hemp products go beyond the specialty shelves

  • News
  • March 25, 2019
  • Sarah Dunn
Hemp products go beyond the specialty shelves

Since hemp seeds’ legalisation for growing, manufacture and sale in November 2018, supermarkets have quickly pivoted to include hemp products such as protein powder in their health food and specialty sections, but the trendy ingredient has already found its way into mainstream product categories.

Read more
 
 

No longer just for hippies: Is hemp the next coconut oil?

  • News
  • March 25, 2019
  • Sarah Dunn
No longer just for hippies: Is hemp the next coconut oil?

The Naturally Good Expo, held over June 2 – 3 in Sydney, will bring retailers, brands and practitioners together to learn about all things healthy, organic and natural. Among the topics discussed by industry leaders at the expo is the recent legalisation of hemp – it’s popping up everywhere. We asked John Leith of supplier Hemp Oz and speaker Susan Tapper of Holistic Marketing Healthy Sales for more information about this exciting new product category.

Read more
 

Military-style semi-automatics ban announced

  • News
  • March 21, 2019
  • The Register team
Military-style semi-automatics ban announced

As of 3pm on March 21, a wide range of semi-automatic weapons have been reclassified under section 74A(c) of the Arms Act as requiring an E endorsement on a firearms license. This means they can no longer be sold to those with A-category gun licenses, and their purchase now requires police approval.

Read more
 
Next page
Results for
Topics
Jobs
About us.

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

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}