Did anyone hear about Whittaker’s most recent ‘gold ticket’ inspired Peanut Slab promotion? Where was the Australian media coverage?

What was the promotion?

The Willy Wonka spirit returned this year…well almost. Some may call it a ‘dupe’. 

Celebrating 75 years of its iconic Peanut Slab, New Zealand’s favourite chocolate maker Whittaker’s launched its ‘Golden Slab’ promotion across New Zealand and Australia titled ‘Golden Slab’, giving chocolate lovers the chance to unwrap a golden (or silver) surprise. 

The lucky finder of the Golden Slab would win an exclusive behind-the-scenes factory tour in Porirua, Wellington, which includes return flights and luxury accommodation.

The lucky finders of the 75 Silver Slabs would each receive 75 Peanut Slabs, valued at $180. 

A sweet spot for coverage in New Zealand?

As Whittaker’s is one of New Zealand’s proud, national brands, the campaign gained some traction locally. Local media outlets such as StopPress and Times NZ featured the nostalgic celebration, while food-focused Kiwi influencers like Jasmine Kim (38.1k followers) and FoodiestableNZ (101k followers) shared engaging posts showcasing the promotion. 

Whittaker’s leveraged its strong brand heritage and local pride to connect with loyal customers. However, given Whittaker’s already dominant position in the New Zealand market, the campaign acted more as a feel-good reminder of the brand’s legacy rather than a major awareness driver.

A missed opportunity in Australia

Across the Tasman, the campaign didn’t quite land. For a brand seeking to strengthen its presence in the competitive Australian chocolate market, the coverage and awareness was slim.

Whittaker’s hosted a free pop-up event in Sydney to celebrate 75 years of the Peanut Slab and the brand’s heritage, which attracted some local influencers, though their reach was modest and engagement levels were low. Most media coverage focused on the Sydney event itself rather than the Golden Slab hunt. As a result, many Aussies remained unaware that a major promotion was running, despite its clear potential to receive some serious attention.

We asked Tim Scott, the Australian winner of the Golden Slab, whether he was actively attempting to win the competition. “No,” Tim replied.

Tim didn’t even know of the campaign’s existence, he simply bought his favourite chocolate for the train ride home “as a treat after work” from Woolworths in Sydney’s MET Centre.

Upon opening the packaging, Tim realised that his chocolate was actually  “a golden plastic Peanut Slab” etched with the words “You’re a winner” along with a number to call on the back.

“Nothing on the packaging highlighted that there was a promotion or a chance to win a trip to the Whittaker’s factory,” Tim said.

“In the moment, I was disappointed as I really just wanted my Peanut Slab, but then it sank in and it felt like Willy Wonka!”

Confused, still slightly hungry, but delighted, Tim grasped the opportunity to live every Roald Dahl fan’s dream with an all-expenses-paid trip to Porirua with his partner. 

While we’re incredibly happy for Tim, It seems strange that this campaign created such a minimal amount of awareness – with little to no coverage on social media and barely a news article that could have seen Peanut Slabs fly off the shelves. 

Perhaps this was intentional from Whittaker’s as a way of rewarding its base of loyal customers in Australia, but not even they knew about it. 

With stronger PR and communication strategies, particularly partnering with higher-reach and more diverse influencers, Whittaker’s could have generated greater buzz short-term and improved its brand visibility long-term. The campaign had all the right ingredients to make a big impact in Australia, but it just didn’t work.

By Georgia Talpin

PR Intern at Popcom 

georgia@popcom.com.au