The year I started working at Pics Peanut Butter, I was greeted by these most recent Stuff headlines:
Growth at Pic’s Peanut Butter was unmistakable. The marketing team was led by Global Marketing Manager, Nikki Neate, who left no stone unturned.
This is where I came in. During a timely group assignment interview, Nikki mentioned needing digital marketing assistance. I eagerly offered my help. Still a student, I was so proud of this internship. It was an unbelievable opportunity.
I did odd jobs for a bit. Then Nikki said ‘Take the camera out and get a good photo of the Tumblers somewhere’ and I did. This image marked my photography and social media debut.
Straight away, I felt I had found my place. Nikki was always so encouraging. A brilliant mentor. Her way of storytelling has completely shaped how I am as a professional, and for that, I’m so thankful. Pic is an extraordinary leader, and his fearless “take on any challenge” and “break the mould” approach is an energy that everyone needs to experience. To say I loved working for this company is a huge understatement.
Cue Claire Wouters, a social media marketing expert and a digital mastermind, who taught me everything I know about the fact. We got on like a house on fire from the get-go and worked together brilliantly. When Claire first joined, our Facebook followers were around 25,000, and Instagram had just surpassed 10,000 followers. Claire knew what people wanted to see and the world ate it up. The results speak for themselves.
Having worked at Pic’s for almost 5 years, we achieved a lot as a team. As an intern, the projects I initially took on continued throughout my time at Pic’s Peanut Butter. These included:
Coupon Collectors Club
A dedicated database of ‘Picsters’, all saving up sticky labels to get free peanut butter delivered. This included a Mailchimp EDM, regular customer service and prize logistics
Monthly internal newsletter
Content creation
Photography for social media.
Trade marketing collateral creation
Upon graduation, I transitioned into a full-time role as a Marketing Coordinator. This role was varied, with no two days the same. Pic’s was on the cusp of huge change, with Peanut Butter World being built up the road.
As Marketing Coordinator, my main tasks were:
Event management
Researching, organising and attending food shows, trade shows, dog shows, ultramarathons, etc. Basically, showing up to any event that Pic’s could attend.
This also included booking, managing logistics and even attending some international shows (Australia, UK, USA and China).
In-house recipe and content creation
The recipes certainly weren’t as shiny as their portfolio is today, we had a lot of fun and a lot of good food though.
Collateral Creation
This included things like recipe cards, handouts for shows, trade marketing flyers, etc.
Data Analysis
I was trained to analyse supermarket data for Pic’s Peanut Butter, using Temple for Excel.
Team Achievements
New Slug packaging
1KG Smooth
Boysenberry Jelly
Lewis Road Creamery Icecream Collaboration
Kiwifruit Jelly
Te Reo Labels
Increased global distribution
For the opening on Peanut Butter World, I was tasked with sourcing and designing merchandise to sell in the new peanut butter store.
This included tea towels, hats, t-shirts, lapel badges, bags, keyrings, reusable coffee cups, etc.
The last week before I went on maternity leave was spent moving our office from Elms St to Peanut Butter World. It was unfortunate to be on leave during the event. However, I wouldn’t have missed seeing those big doors swing open, even with the youngest ‘peanut butter baby’ at the time in tow.
Post-maternity leave always calls for a bit of reinvention. Inevitably, change happens while you’re off adjusting to life, both for you and at the workplace. Being able to adapt is key, and not always easily achieved.
On returning, I realised I only wanted to work 10 hours a week, to begin with, and to let go of my old full- time, 8:30 am-5 pm hustle.
Transitioning from a marketing-centric role to one focused on customer service felt like a bit of a kick in the guts. However, I couldn’t have done it any other way and was so thankful to Nikki and the team for making it work.
As a Customer Executive, my main tasks were:
Customer Service
Primarily, this entailed handling feedback received at the main email address, peanuts@picspeanutbutter.com. At the time, one of Pic’s core pillars was ‘Customer’; cultivating the customers we had by providing an excellent customer service experience.
Sustainability and Quality Workstreams
From a sustainability point of view, Pic’s was working towards becoming B-Corp Certified.
Of course, quality has always been at the forefront of Pic’s priorities. This workstream focused on continuous improvement.
The last big project I worked on at Pic’s Peanut Butter was the most heartwarming and special project of my tenure; Apple Hunny by Lish’s Kitchen.
Pic had just celebrated the opening of the Food Factory and was very passionate about supporting a social enterprise project with IHC. I was tasked with developing a product decided on by the Lish’s Kitchen team. This included creating the recipe, sourcing the local ingredients, labelling and food safety testing, and getting the team together to bottle up a batch to sell.
With just 2 months lead time, we were pretty proud to turn over 30 jars, to sell at a Food Factory event in December. Those jars sold at an extravagant $20 per jar, but this meant that we could pay the team members a living wage equivalent for the time spent on the product.
Unfortunately, this was the first and only run of Lish’s Kitchen Apple Hunny, as I made the decision to resign in the new year.
This decision was made, based on a feeling that I needed to leave the nest. Pic’s had supported me through my studies, as well as becoming a parent, and had taught me some invaluable lessons. Yet, I understood that true growth comes from change, and stepping out of your comfort zone.
I’ve always found the phrase “leaving a workplace is like ending a relationship” quite fitting. When I handed Nikki my notice, it was unequivocal, but it felt more like grieving than liberation. I didn’t want to do it, but I knew I had to.
Thinking about my time at Pic’s brings back warm, happy memories, akin to those of a first love. While I’m content with my current career path, these memories will forever hold a special place in my heart.