Air NZ's marketing team deserve a pat on the back after they took the opportunity to ruffle some feathers over in Aussie.
They won the title of Australia's most trusted brand and took out a full page ad in newspapers across Australia. It features the star of Air NZ's Australian advertising campaign, Dave the Goose.
"We've taken the cake, and this time it's not the pavlova" the ad boasts.
Air NZ won the title of Australia's most trusted brand last week.
It's the second year in a row Air NZ has been awarded the title of the most reputable company by the Reputation Institute's annual Australia Corporate Reputation Index.
The ad will no doubt be a very visible reminder to the airline's competitors Qantas and Virgin Australia placed third and fourth.