‘Hello Chocolate Lovers’ – Whittaker’s Celebrates the Things They Do for Love

Bastion Aotearoa creates new films exploring the mischievous rituals of Chocolate Lovers.

by Hetal Jain
· July 17, 2026

Whittaker’s has partnered with Bastion Aotearoa on new campaign films for its Hello Chocolate Lovers platform, expanding the campaign launched in 2024 with creative work centered on the behaviors of chocolate consumers. The films will roll out across television, digital and social channels in New Zealand and Whittaker’s export markets.

The new films — Thirsty, Kitchen Blind Spot, Better to Receive, and Favourite Walk — explore what the companies describe as the mischievous relationships Chocolate Lovers have with Whittaker’s products.

“The platform has resonated strongly across our markets,” said Soraya Cottin, Chief Marketing Officer, Whittaker’s.

“What’s been particularly notable is how Chocolate Lovers have responded to feeling genuinely understood. These new films build on that by celebrating the behaviours that real Chocolate Lovers recognise in themselves.”

The original Hello Chocolate Lovers platform focused on individual rituals and moments associated with chocolate consumption, while the new work extends that approach across multiple product formats. The platform has also received Effie Awards for its strategic approach.

“What we discovered, as we spoke to more Chocolate Lovers, is that mischievousness is where the real love lives,” said Ryan Jordan, Head of Strategy, Bastion Aotearoa.

“It’s the intensity of love that makes Whittaker’s Chocolate Lovers behave differently from casual chocolate eaters. The shift in this work is applying that single behavioural truth across the range. We’re showing that Chocolate Lovers express that same love differently, whether they’re sharing a Block, gifting Pods, or stealing a moment alone with a Slab.”

Each film focuses on a different moment intended to reflect behaviors associated with Whittaker’s consumers.

“These scripts work because they’re true to how Chocolate Lovers actually behave,” said Oli Green, Chief Creative Officer, Bastion Aotearoa.

“We’re celebrating something people are genuinely protective of, so there’s no distance between the audience and the behaviour on screen. When a Chocolate Lover watches these films, we hope they will feel understood. We’re saying, yes, you do this, and yes, it’s what makes you a Chocolate Lover, not just a Chocolate Liker.”