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Their clever campaigns that amplify pride in a quality product and a genuine care for their customers have consistently won notice and entered the public consciousness. Whittaker’s have won accolades as New Zealand’s most trusted brand every year since 2012. Moreover, they are consistently improving their share in a valuable market. In 2016 New Zealand chocolate sales totalled $365 million.
Philip Poole has been Whittaker’s head of marketing since 2002 and as such is an extended member of the Whittaker’s family dynasty. Philip has seen the company pledge for ethical-production, make unexpected collaborations with other brands, master social media and navigate the sometimes-choppy waters of celebrity endorsement.
As part of the Unleash Your Potential Speaker Series, Philip shared his insights into the entrepreneurial values and strategic business model of the family-owned company that has won the hearts and sales of New Zealanders.