Whittakers has not yet made a decision on whether it will use Nigella Lawson in advertising campaigns.
British celebrity chef Nigella Lawson 53, admitted at a London court this week to twice using cocaine and occasionally cannabis, but dismissed claims she was a drug addict. . .
“Whittaker’s has had a fantastically successful year this year,” chief marketing officer Philip Poole said.
“We have been voted New Zealand’s Most Trusted Brand with Reader’s Digest and the Colmar Brunton [top New Zealand brand] … we also got voted the Fair Trade Most Popular Brand …
“Nigella has obviously been part of our marketing campaign this year and we’ll sit down at the beginning of next year and review what we’ve achieved this year and see what our marketing objectives are next year and review everything then.” . . .
Cocaine, cannabis and chocolate aren’t a good mix.
Someone who uses drugs even if it was only twice and occasionally, is not a good face for a trusted brand, nor is she an appropriate role model for its consumers, many of whom will be children.
We’ve been coming and going a lot this month and enjoying the wee Whittaker’s chocolate bar Air New Zealand offers passengers as a snack.
The choice is usually vege crisps, and Anzac biscuit or the chocolate and from my observations chocolate is by far the most popular choice.
That’s no doubt good for the company and Whittaker’s has another reason to celebrate – it’s been named Readers Digest’s most trusted brand.
Porirua based chocolate maker Whittaker’s has been voted New Zealand’s most trusted brand in the annual Reader’s Digest Most Trusted Survey; released today in the August issue of Reader’s Digest New Zealand.
Whittaker’s moved up three places to top the 2012 list, knocking last year’s number one, St John’s, to number two. Iconic cooking and baking goods brand Edmonds made an impressive debut at number three, while Dettol fell from two to eight. . .
The top 10 for most trusted brands (with last year’s place in brackets) were:
1) Whittaker’s (3)
2) St John (1)
3) Edmonds (n/a)
4) Wattie’s (4)
5) Sanitarium (8)
6) Tip Top (bread) (5)
7) Lemon & Paeroa (L&P) (10)
8) Dettol (2)
9) Toyota (9)
10) Colgate (7)
Category winners were:
Category Winner Highly Commended
NZ Iconic Brands Watties Whittakers
Banks KiwiBank ASB
Breakfast Food Sanitarium Kellogg’s
Car Brands Toyota Ford
Cleaning Products Dettol Jif
Confectionery Whittaker’s Nestle
DIY Power Tools Stihl Black & Decker
Dry Foods Sanitarium Tip Top
Electronics Sony Panasonic
Fast Food Subway McDonalds
Frozen Food Watties Bird’s Eye
Gardening Equipment Masport Stihl
Home Improvement Stores Mitre 10 Bunnings
Hotel/Motel Accommodation Copthorne Millennium
Insurance Providers AA Insurance Southern Cross
Kitchen Appliances Breville Kenwood
Packaged Foods Watties Sanitarium
Pain Relief Panadol Nurofen
Paint Brands Resene Dulux
Pet Food Brands Whiskas Purina One
Retail Brands Farmers NZ Post
Supermarket Brands Countdown PaknSave
Toiletries& Cosmetics Colgate Dove
Vitamins & Supplements Healtheries Blackmores
Whitegoods Fisher & Paykel Samsung
Alert readers will note that although these have been judged New Zealand’s most trusted brands it means brands trusted by New Zealanders rather than New Zealand brands. Only some are local companies.
When the wind was in the right direction the smell from the near by chocolate factory wafted over the Otago University campus.
That memory provided a foundation for my preference for Cadbury’s chocolate.
But now my suspicion that adding palm oil to their recipe has resulted in an inferior product has been affirmed by an expert I’ll be changing brands.
Deciding which brand I shift my affections to will require some stringent taste testing, but if I was basing my choice on advertisements I’d be tempted by this David vs Goliath effort from Whittakers:
The ODT covers the issue here.