Whittaker's New Zealand: It's crunch time! Putting the limited back in limited edition.

Matt Bale, Hannah Eastwood, Ellen Chote, Brianna Regester

Chocolate brand, Whittaker's, used crowd psychology to create hype around its limited-edition Honey Bubble Crunch in New Zealand.

Campaign details

Brand: Whittaker's New ZealandBrand owner: J.H. Whittaker's & SonsLead agencies: MBM, The Breakout RoomContributing agency: AKQAMarket: New ZealandSector: ConfectioneryMedia channels: Email marketing, Other & ambient media, Product sampling, Social mediaBudget: Up to 500k

Executive summary

Nobody could deny that Whittaker's was a Kiwi favourite for chocolate lovers. That said, limited-edition treats within their own stable were at risk of being overlooked in favour of the old classics that Kiwis knew and loved. Market saturation fuelled the fire, and limited-edition products were losing their...

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