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


Reserve Bank: Policy Lessons From A Year Of Covid-19

The Reserve Bank of New Zealand – Te Pūtea Matua was in a sound position to continue to meet its mandate in the face of the COVID-19 induced economic shock. However, we must continue to transform so as to remain relevant and effective in addressing longer-term challenges, Reserve Bank Governor Adrian Orr said... More>>

Transport Industry Association: Feb 2021 New Vehicle Registrations Strongest On Record

Motor Industry Association Chief Executive David Crawford says that the February 2021 figures are the strongest for the month of February ever. Registrations of 12,358 were 8.0% up on February 2020. Year to date the market is up 7.1% (1,735 units) compared to the first two months of 2020... More>>

Paymark: Lockdown Equals Slowdown For Some

The three days of lockdown for Auckland earlier this month made a clear impression on our retail spending figures. While only Auckland moved into Level 3 lockdown, the impact was felt across the country, albeit at different levels. Looking at the ... More>>

Infrastructure Commission: Te Waihanga Releases Report On Water Infrastructure

The New Zealand Infrastructure Commission, Te Waihanga’s latest discussion document highlights the importance of current reforms in the water sector. Its State of Play discussion document about water infrastructure is one of a series looking at the ... More>>

Psychic Ventures: US Consumer Spending On Video Games Jumped By 42% In Jan 2021

On a global scale, there was a 15% increase in digital games revenue in January 2021, pushing the total to $11.6 billion.
In the US, gaming revenue rose to an impressive high during the month thanks to the new generation of consoles. ... More>>

OECD: Annual Inflation Picks Up To 1.5% In January 2021 While Euro Area Records Sharp Increase To 0.9%

Annual inflation in the OECD area picked up to 1.5% in January 2021, compared with 1.2% in December 2020. Following a rebound between December and January, the annual decline in energy prices was less pronounced in January (minus 3.9%) than in December... More>>

Hemp Industries Association: Could The Next Team NZ Boat Be Made Entirely Of Hemp?

With The America’s Cup due to start in a few days’ time, innovators from a very different sphere have been wondering how long it could be before New Zealand could be competing in a boat entirely built from hemp, with the crew eating high-energy, nutritious hemp-infused foods and wearing high-performance hemp kit..? More>>

ACT: Matariki Almost A Half Billion Dollar Tax On Business

“Official advice to the Government says an extra public holiday at Matariki could cost almost $450 million,” ACT Leader David Seymour can reveal. “This is a perfect example of the Prime Minister doing what’s popular versus what’s responsible. ... More>>