Air NZ's marketing team have taken the opportunity to ruffle some feathers across the Tasman after they won the title of Australia's most trusted brand.
This full page ad appeared 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.