Kiwis love those FGC brands

12 September 2017

FGC member brands continue to score big in the popularity stakes, taking nine of the top 20 of New Zealand’s Brands I Love survey.

Whittaker’s topped the vote for the third year in a row, sharing it this year with the All Blacks.

Tip Top (Fonterra) maintained its fourth position from last year, followed by Edmonds (Goodman Fielder) 5th, Pineapple Lumps (Mondelez) and Wattie’s 6th equal, Mainland (Fonterra Brands) 10th, Cadbury (Mondelez) 11th equal, L&P (Coca-Cola Amatil) 13th equal, and Marmite (Sanitarium) 19th equal.

Standings in the survey, which was conducted by Colmar Brunton, were (last year’s placing in parentheses):

Whittaker’s 1= (1), All Blacks 1= (2), AirNZ 3 (2), Tip Top 4 (4), Edmonds 5 (6), Pineapple Lumps 6= (7), Wattie’s 6= (13), Trade Me 6= (10), New World 9 (12), Mainland 10 (18), The Warehouse 11= (16), Cadbury 11= (5), L&P 13= (29), AA 13= (19), Mitre10 15= (11), PAK’nSAVE 15= (28), F&P 17= (15), Silver Ferns 17= (34), Marmite 19= (9), Briscoes (19= (35).

Colmar Brunton Chief Client Officer Sarah Bolger says those in the top 20 are experiencing the benefits of having a meaningful and different approach to the way they build their brand.

“Our top three brands in particular are effective at staying top of mind by appealing to their audience and setting trends. A great example of this is the Air New Zealand safety video – its ‘fantastical journey’ video not only ensures you get safely to your destination but is also entertaining and engaging.”

While the top three qualities of the leading brands were ‘being Kiwi’, along with ‘well-known’ and ‘great value for money’, each brand also had specific strengths, with Whittaker’s scoring highly in ‘indulgence’ and the All Blacks considered ‘inspiring’.

“Our top two brands are expert at playing to their strengths and amplifying those qualities. For example, Whittaker’s emphasise their indulgent appeal in their campaign involving Nigella Lawson and her high profile friends.

“The All Blacks are inspirational role models on the rugby field and also appeal to every day kiwis through well-known brands such as Weet-Bix.

“Forging a meaningful connection with consumers helps to build financially strong brands. The message to other brands is don’t leave your audience behind.”