New Zealand cholate maker, Whittaker's, has unveiled a new brand positioning and creative platform, 'Hello Chocolate Lovers'. Created by Bastion Shine, the platform aims to build Whittaker's leadership position in New Zealand and strengthen its momentum in Australia.

The brand platform launches across Australia and New Zealand with a suite of films that dramatise rituals among Chocolate Lovers, supported by outdoor, social and brand experiences.

"Many have experienced the distinctive approach we take in crafting chocolate, but we don’t take this for granted," said Whittaker’s Chief Marketing Officer, Soraya Cottin. "We’re constantly innovating to see how we can keep Chocolate Lovers coming back to us and to encourage new Chocolate Lovers to experience our product, because when they do, they love it."

The spots were directed by Jesse James McElroy, through Flying Fish. Bastion Shine, part of the Bastion agency group, handled strategy and creative, while media was delivered by MBM and PR by Straight Up PR.

Bastion Shine Head of Strategy, Ryan Jordan, said: "There’s people who like chocolate, and then there’s people who love it. And Whittaker’s is a brand for real Chocolate Lovers, including those who don’t know it yet. We wanted to create a brand platform that would allow us to talk directly to people who were in the know and reflect back the intimate behaviours and intricate rituals they have with Whittaker’s chocolate."

Bastion Shine Chief Creative Officer, Rich Maddocks, said: 'It’s a privilege to be able to build on such an iconic and loved brand.' He also highlighted the relatability of the campaign, saying, 'We know people tend to get a little crazy around Whittaker’s. By tapping into the humour around that, we think we’ve hit on an area that’s not only entertaining but also incredibly relatable. We hope Chocolate Lovers can see a part of themselves in this work.'

Bastion is an independent full-service marketing and communications agency, with over 300 staff across Melbourne, Sydney, Canberra, Gold Coast, Brisbane, Los Angeles, New York City, Wellington and Auckland.