Nicola’s Fudge shortlisted for prestigious international award

Nicola’s Fudge, the tongue-in-cheek campaign by the Taxpayers’ Union to hold the Finance Minister to account for her fiscal indulgences and failure to deliver on her pre-election promises to get spending under control, has been shortlisted for three prestigious international Reed Awards.

The campaign has been named a finalist for Best International Campaign (National), Best Public Affairs Campaign, and Best Online Video – 2 Minutes or Under at the 2026 Reed Awards, hosted by Campaigns & Elections magazine in the United States.

Often described as the “Oscars of political campaigning,” the Reed Awards recognise the very best political, public affairs, and advocacy campaigns from around the world. Winners and finalists regularly include presidential campaigns, national political parties, and major advocacy organisations operating at the highest levels of professional political communications.

Last year’s winners included Kamala Harris for President 2024 in the Best Online Video category, and Claudia Sheinbaum’s Mexican Presidential campaign for Best International Campaign. To be shortlisted alongside campaigns of that scale and profile is a significant achievement for a New Zealand-based organisation.

Taxpayers’ Union Chair Hon. Ruth Richardson said the recognition demonstrates that New Zealand advocacy campaigns can compete on the global stage.

“These awards are judged internationally and attract entries from major presidential campaigns, governing parties, and leading public affairs firms,” said Richardson. “For a New Zealand taxpayer group to be shortlisted in three categories speaks to the professionalism and creativity of our team.”

The Nicola’s Fudge campaign combined satire with serious fiscal scrutiny, highlighting concerns about rising debt, delayed surplus projections, and continued growth in government spending. The campaign cut through with humour while reinforcing substantive economic arguments, generating significant media coverage, online engagement, and public debate.

Head of Communications Tory Relf said the nominations reflect the growing sophistication of New Zealand-based campaigning.

“Campaigns & Elections sets the benchmark for political communications globally. Being recognised by the Reeds signals that what we are producing here meets an international standard,” said Relf.

“We are proud that a campaign focused on holding government accountable for spending has resonated beyond our shores.”

The Reed Awards ceremony will be held next week in Charleston, South Carolina.

Richardson said the nominations underscore a broader point.

“Accountability and fiscal responsibility are universal issues. It is encouraging to see a campaign rooted in New Zealand politics recognised alongside presidential campaigns from some of the world’s largest democracies.”

The video and details on the campaign remains live at NicolasFudge.nz