Nicola's Fudge (2025)

Introduction

Nicola’s Fudge took aim at Finance Minister Nicola Willis for “fudging” the Government’s promises to rein in spending, debt and public sector bureaucracy. Fronted by former Finance Minister Ruth Richardson, the campaign put the Government’s fiscal record firmly in the spotlight.

Actions taken

• Produced 1,000 boxes of specially branded Nicola’s Fudge
• Distributed them to MPs, journalists and key decision-makers
• Produced a campaign video that reached 1.5 million views
• Used humour and satire to generate national attention around government spending and debt

Where are we now?

The campaign gained international recognition at the 2026 Reed Awards, hosted by Campaigns & Elections magazine in the United States, winning Best International Campaign (National) and Best Online Video (International).