Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


New Zealand Sugar Wins Prized Marketing Award

New Zealand Sugar was last night judged Supreme Winner of the TVNZ /Marketing Magazine Marketing Awards and winner of the FMCG category for the Chelsea Sugar brand campaign.

Up against marketing successes such as Cadbury and New Zealand Dairy Foods the Chelsea brand stood out to the judges who said; "This is a great example of strong relationship building using the end product - food - to build connections with, and involve, consumers nationwide. It's a quintessentially New Zealand campaign, drawing on community involvement to make sugar wonderful again."

The involvement of Kiwi personality Jo Seagar was central to the brand's success. Chelsea was positioned as a trusted family product associated with fun, sharing great food and good times. The Chelsea Sugar Great New Zealand Bake-off competition created interest in the brand and communicated its long-held family values.

Uncovering the baking 'secrets' of heartland New Zealand further evoked these values. The success of this campaign can largely be attributed to the integrated use of communication activity, designed to leverage off the newsworthy Bake-off. New Zealand Sugar also acknowledge the valuable input from their marketing partners Channel i, Network PR and Focus Research, all of whom helped get the marketing mix right.

Chelsea Brand Manager Vicki Lenihan, said the award was an honour to receive. "It is very rewarding for Chelsea to be regarded so highly by our peers in the industry. To be a finalist in such great company was exciting enough, but to win the Supreme Award was fantastic"

The marketing awards recognise companies that exhibit all-round marketing excellence and a depth of strategic and tactical marketing thinking and practice, as well as that elusive x-factor demonstrated by New Zealand Sugar.


© Scoop Media

Business Headlines | Sci-Tech Headlines


I Sing The Highway Electric: Charge Net NZ To Connect New Zealand

BMW is turning Middle Earth electric after today announcing a substantial contribution to the charging network Charge Net NZ. This landmark partnership will enable Kiwis to drive their electric vehicles (EVs) right across New Zealand through the installation of a fast charging highway stretching from Kaitaia to Invercargill. More>>


Watch This Space: Mahia Rocket Lab Launch Site Officially Opened

Economic Development Minster Steven Joyce today opened New Zealand’s first orbital launch site, Rocket Lab Launch Complex 1, on the Mahia Peninsula on the North Island’s east coast. More>>


Marketing Rocks!
Ig Nobel Award Winners Assess The Personality Of Rocks

A Massey University marketing lecturer has received the 2016 Ig Nobel Prize for economics for a research project that asked university students to describe the “brand personalities” of three rocks. More>>


Nurofen Promotion: Reckitt Benckiser To Plead Guilty To Misleading Ads

Reckitt Benckiser (New Zealand) intends to plead guilty to charges of misleading consumers over the way it promoted a range of Nurofen products, the Commerce Commission says. More>>


Half A Billion Accounts, Including Xtra: Yahoo Confirms Huge Data Breach

The account information may have included names, email addresses, telephone numbers, dates of birth, hashed passwords (the vast majority with bcrypt) and, in some cases, encrypted or unencrypted security questions and answers. More>>


Rural Branches: Westpac To Close 19 Branches, ANZ Looks At 7

Westpac confirms it will close nineteen branches across the country; ANZ closes its Ngaruawahia branch and is consulting on plans to close six more branches; The bank workers union says many of its members are nervous about their futures and asking ... More>>

Interest Rates: RBNZ's Wheeler Keeps OCR At 2%

Reserve Bank governor Graeme Wheeler kept the official cash rate at 2 percent and said more easing will be needed to get inflation back within the target band. More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news