“The term ‘Best Dressed’ speaks to our premium ingredients that are dressed in rich Ghirardelli chocolate,” said Marlene Bartlett, brand manager, Ghirardelli Chocolate Company. “We wanted to encourage consumers to update their snack style with our real, wholesome ingredients.”
Borrowing the fun look and language of fashion, the campaign contains a series of pre-rolls and an influencer component. UM Studios San Francisco, UM’s creative media production group, created the influencer videos featuring fashion expert, author and NBC TODAY show style editor Bobbie Thomas. “Best Dressed Snack” can be found across the Internet on fashion websites and blogs.
“For Ghirardelli’s first product launch in the snacking category we wanted a creative idea that was culturally relevant with a modern feel. ‘Best Dressed Snack’ is a unique campaign that focuses on the product, while also bringing the audience into a world to see the rich ingredients ‘get dressed’ in delicious Ghirardelli chocolate,” said FCB West Chief Creative Officer Karin Onsager-Birch.