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Pic’s deposes Whittaker’s as New Zealand’s most-respected brand

Pic’s, Whittaker’s and Wattie’s among most respected NZ brands. Image: Supplied.

Peanut butter maker Pic’s has been rated New Zealand’s most-respected brand, overtaking chocolate maker Whittaker’s. 

Ranked by Opinion Compare’s Brand Reputation Index, the top 10 respected brands list is chosen among 61 different brands based on several factors, including brand love, quality, purpose and longevity. The top three most-respected brands are all FMCG companies: Pic’s, Whittaker’s and Wattie’s. 

“In other research we’ve conducted, we’ve seen brand affinity but to be placed number one is an achievement,” said Gavin Male, CEO at Opinion Compare. 

“This research is much more than just a single leader board as it identifies the specific elements that drive a positive reputation, and they are the levers and the elements that any brand operating in New Zealand need to be aware of.”

According to Male, while Air New Zealand has a strong brand longevity and Trade Me presents a strong purpose, Pic’s had a good mix of both brand love and purpose.

“It feels very fancy, and it makes for a pinch-yourself moment when you see who else is listed, given Pic’s started with a dream and a concrete mixer 13 years ago,” Nikki Neate, global head of marketing at Pic. 

Last April, Whittaker’s was ranked number one on the leaderboard. 

Opinion Compare’s Brand Reputation Index Top 10:

  1. Pic’s Peanut Butter
  2. Whittaker’s
  3. Wattie’s
  4. Air New Zealand
  5. New Zealand Post
  6. Edmonds
  7. Tip Top Ice Cream
  8. Trade Me
  9. Dettol
  10. Mitre 10

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