Fonterra [NZX: FCG] may have endured its fair share of milk controversies but that hasn't impeded its success in marketing ice cream.
The dairy giant’s ice cream brand, Tip Top, picked up three awards at the TVNZ Marketing Awards last night, mainly for its ‘Back to Nature’ campaign.
The campaign announced the replacement of artificial colours and ingredients with natural ones in 120 of Tip Top's ice cream flavours in January.
'Back to Nature' – created by advertising agency Colenso BBDO – won awards in the fast moving consumer goods (FMCG) category and the sustainability category. Fonterra brand manager Jade Clark also won Rookie Marketer of the Year.
Tip Top says it decided to reverse the changes that occurred in the 1950s and 60s when colours and flavours gained popularity, because of feedback from customers on the desire for natural ingredients.
Fonterra, which recently struck a deal with Chinese infant food manufacturer Beingmate, weathered bad publicity – particularly in the Chinese market – after a milk botulism scare last year.
BP was another big winner at the awards ceremony, taking out the supreme and retail award for its ‘Friends with Ongoing Benefits’ campaign, which had the task of reducing cents–off rewards on AA Smartfuel loyalty cards. BP created its own loyalty programme, which offered a range of discounts for customers who opted–in on its website.
Judges said they were impressed by BP’s recognition of the value and opportunity of direct database ownership for themselves, their suppliers and their customers.
42 Below founder Geoff Ross (who’s also chairman of Trilogy and chief executive of Moa Brewing) was added to the Marketing Hall of Fame for his commitment to the industry.
Frucor Beverages commercial development director Aisha Daj Punga won marketer of the year for her work to expand the Pepsi brand in New Zealand
Photos of the event can be viewed here.
Full list of winners:
- Supreme Award – BP Oil New Zealand, Friends with Ongoing Benefits
- Marketing Excellence – Philip Poole, J.H. Whittaker & Sons
- Marketing Hall of Fame – Geoff Ross, founder of 42 Below, Chairman Trilogy and CEO of Moa Brewery
- Marketer of the Year – Aisha Daj Punga, Frucor Beverages Ltd
- Rookie Marketer of the Year – Jade Clark, Fonterra Brands (Tip Top)
- Automotive – Holden New Zealand, Holden VF Commodore Launch
- B2B – iSite Media, Highly Targeted Outdoor
- Consumer Products & Services – AA Smartfuel, The Business Backbone
- Export – Tait Communications, P25 Best Practices Campaign
- Fast Moving Consumer Goods (FMCG) – Fonterra Brands (Tip Top), Tip Top Back to Nature
- Financial & Banking – Westpac New Zealand, Symphony Customer Engagement Programme
- Healthcare – Insight New Zealand & the National Influenza Specialist Group, 2013 Influenza Vaccination Campaign
- Lifestyle/Travel/Leisure – Auckland Tourism, Events and Economic Development & Heart of the City, AKL: The Show Never Stops
- Media/Publishing – The Radio Network, iHeartRadio Launch
- Not–for–Profit – New Zealand AIDS Foundation, Love Your Condom
- Public Sector – Auckland Transport, Auckland Transport “Travel Myths”
- Retail – BP Oil New Zealand, Friends with Ongoing Benefits
- Sponsorship – DB Breweries, Tui Catch a Million
- Technology – Tait Communications, P25 Best Practices Campaign
- Utilities/Communications – Mercury Energy, GEM – The Good Energy Monitor
- Emerging Business/New Brand – My Food Bag, My Food Bag Launch
- Innovation – iSite Media, Highly Targeted Outdoor
- Insight – Westpac New Zealand, Symphony Customer Engagement Programme
- Marketing Leadership – Far North District Council, Let’s Talk Crap!
- Sustainability – Fonterra Brands (Tip Top), Tip Top Back To Nature
- Transformational – iSite Media, Highly Targeted Outdoor