Firetree chocolate sweetens US launch with tongue-in-cheek ‘no bitterness’ ad campaign for first issue of Spectator USA magazine

First ever US print issue – launching on September 28 – set to be shared to all 535 members of Congress and features first Firetree ad created by Leagas Delaney

Global communications agency Leagas Delaney today unveils its first ad creative for Firetree Chocolate, made exclusively for the launch issue of Spectator USA.

The Spectator, published weekly from London since 1828, will launch its first print edition in the USA on September 28th, which will be supplied to all 535 members of Congress. The launch issue will also be shared with a chosen number of CEOs and senior business people.

Firetree is made with rare, single-estate cocoa sourced from remote volcanic islands. Drawing on the chocolate’s naturally less bitter taste, the light-hearted creative calls for an end to bitterness in US politics with the line “No bitterness. Isn’t the time right in America for this new chocolate?”. Media placement in the Spectator USA was secured by Mercury Communications.

The Spectator (UK) celebrated its highest set of sales results in its 189-year history in 2017 and is the fastest growing magazine in Europe. It launched Spectator USA in Spring 2018. Its first print run including the Firetree creative will be approximately 5000 copies, initially available at selected outlets in Washington DC and New York City.

Leagas Delaney has worked collaboratively with the founders of Firetree to develop every element of the brand from inception to its launch in the UK earlier this year. They are also an investor and current shareholder in the business.

Tim Delaney, Chairman, Leagas Delaney said: “Firetree had a unique chance to get off the boat and arrive in the US with a bang – launching in the US in a high quality magazine that will be seen by Members of Congress and calling for no bitterness, standing out with a playful jibe at the state of Congress that also highlights the quality of Firetree’s product range in just two words.”

David Zulman, Managing Director at Firetree said: “The cacao beans used to make our chocolate are grown in a group of volcanic islands in the Pacific, called “the ring of fire” – also an apt term for the Capitol Building these days. We’re grateful to Leagas Delaney and Mercury Communications for creating this opportunity to craft a fun, memorable, standout launch ad and appear within a publication as world class as The Spectator.

Source: Leagas Delaney

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