Premium organic chocolate brand, Green & Black’s (G&B’s) has unveiled a new print advertising campaign as part of a wider activation platform and creative strategy which will see the brand double their overall ATL investment to £1.3m in 2011.
The series of press adverts will feature a new tagline – ‘Inspiring Taste’, which epitomises the brand’s approach and is rooted in the brand’s foodie heritage. The broader aim is to forge deeper emotional connections with consumers and reaffirming the brand’s position as category leader in premium large block chocolate.
The advertisements are part of a wider creative strategy and activation platform which has been devised by the brand’s creative agency, Brave, and they aim to bring to the fore the foodie inspiration behind the products and enhance the consumer’s experience.
Each execution (including Cherry, Ginger, Almond, White and Dark 70%) features enticing photography of a partially unwrapped Green and Black’s large bar) introduced by a witty headline designed to pique the interest of food-loving consumers, and supported by detailed tasting notes communicating the product’s taste cues.
Green & Black’s Managing Director Guillaume Brochen, said: “This is a very exciting stage in the Green & Black’s journey. The launch of our new ATL is the start of a new direction and overall creative strategy for the brand which we hope will really bring our foodie credentials and established heritage to life.
“We’ve made the decision to show our famous bars broken into pieces for the first time ever, allowing us to really showcase the inclusions and demonstrate the product’s taste credentials. We believe that this new approach will connect with our consumers in an inspiring and engaging manner, whilst reinforcing our position as the leader in premium large block chocolate.”
The press campaign supporting large block bars will break on March 7th and additional ATL spend will be committed to the rest of the brand’s categories throughout the year. The executions will appear in a range of publications targeting consumers with an interest in food such as Olive and BBC Good Food, in addition to weekend supplements including Stella and the Sunday Times Magazine.
Source: Green & Black’s
