Green & Black’s Organic, the chocolate maker, will make its first foray into television advertising in a new £2 million campaign to promote its Thin range.
The ‘Taste & Colour’ campaign by Mother London is the brand’s biggest marketing campaign in its 24-year history and will include TV, print and out of home advertising.
It will be supported by an exclusive partnership with Channel 4 and the celebrity foodies Michel Roux Jr, Tom Kitchin and Jasmine and Melissa Hemsley, as well as Emilia Fox, the actress. Drum and PHD devised the Channel 4 partnership.
The content is being produced by food programming specialist Cactus TV, who have recently celebrated its 400th episode of Saturday Kitchen for BBC One.
Katie Eckford, the marketing manager at Green & Black’s Organic, said: “Many of us feel a real emotional connection with food and spend a lot of time thinking about it, especially chocolate. Yet research has also told us that food lovers appreciate the colour of food as it heightens the eating experience. Often seeing is believing and you can tell how good something will taste just by its colour. Green & Black’s is a brand full of colour, everything from the name, which envelopes our sustainable ethics, to the premium quality taste and the 16 different flavours.”
The Thin range of chocolate bars hit the shelves in February, with four new flavours and new colourful packaging.
The ‘Taste & Colour’ campaign will also see the brand tour the country with a bespoke branded van, starting with its original home of west London’s Notting Hill, with a major consumer launch event at Portobello Road market on 23-25 April.
Chocolate-inspired recipes will be served by Green & Black’s Organic founders, Craig Sams and Jo Fairley.