UK: Green & Black’s organic unveils £2 million marketing campaign
Green & Black Organic to be promoted via TV for the first time
Green & Black’s Organic is unveiling its biggest ever integrated marketing campaign to support the introduction of a new format, the most notable since the brand launched 24 years ago. The brand’s latest Thin range of chocolate bars hit UK shelves in February this year, targeting food lovers with four new flavours, extra colourful packaging and a snappier, more delicate eating experience. The launch is backed by the Taste & Colour campaign, a £2 million marketing programme combining TV, print and out of home advertising (conceived by strategic Mother London) with a year-long social, PR and event sponsorship calendar that launched on 13 April 2015. Significantly, this will be the first time in its history Green & Black’s Organic has promoted via TV and will be supported by an exclusive partnership with Channel 4, devised by Drum and Phd. The collaboration will see the brand reigniting its food positioning and credentials, partnering with five celebrity foodies who share the same love and passion of food and colour. The content is being produced by Cactus TV, who have an established pedigree in food programming, and have recently celebrated their 400th episode of Saturday Kitchen for BBC1.
Taste & Colour tour to launch in Notting Hill
The Taste & Colour campaign will also see the brand activate a nationwide Taste & Colour tour with a bespoke branded van introducing and sharing Green & Black’s Organic with the nation’s foodie hotspots. The first destination will see the brand return to its original roots of Notting Hill, with a major consumer launch event at Portobello Road market. Held on 23 – 25 April, it will offer visitors a unique chance to experience a host of chocolate-inspired recipes served by Green & Black’s Organic founders Craig Sams and Jo Fairley as well as Taste Specialist Brandt Maybury. The event will be followed by a nationwide Taste& Colour experience as the specially-designed Green & Black’s Organic van works in collaboration with local taste experts recreating popular and local recipes giving people the opportunity to sample the new range for themselves. The Green & Black’s Organic Thin range consists of four new flavours: Salted Caramel; Dark 70% Chocolate; Milk 37% Chocolate; and Mint Crisp; all made using only 100% Fairtrade and organically sourced ingredients. More information is available here.
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