Green & Black’s to promote ‘hidden’ values

Green & Black’s Organic is moving away from promoting its dark chocolate with a multi-million push to highlight its lesser-known milk-chocolate bars.

Green&Black’s latest campaign highlights the personalities behind its chocolate bars.

The campaign kicks off today (11 March) with an outdoor and press campaign to introduce the brand’s ‘This is not a chocolate bar’ strapline. The Mother-created ads give personalities to five of the chocolate maker’s most popular bars.

Sampling and PR activity will support the adverts over the next four weeks.

Erin Kennedy, senior brand manager at Green & Black’s told Marketing Week there is a perception it only sells dark chocolate. The campaign aims to dispel this by encouraging new and existing customers to visit its recently revamped website where they can learn more about its full-range.

She adds: “We spent the last year developing a platform that was going to give us the freedom to inject personality into our bars but also still stays true to the vibrant and cheeky tone of voice the brand is known for. With the latest creative we really want to challenge conventions and make people stop and think about the images when they’re out and about.”

The marketing push is part of an ongoing effort to get consumers to trade-up to Green & Black’s. It aims to exploit the $8bn (£5.4bn) premium chocolate market, which market researcher Mintel claims is growing faster than the overall category.

Green & Black’s business leader James Holloman adds: “We’re an adult brand and are really looking to go beyond just being known for our chocolate and move into the lifestyle space. We want this campaign to encapsulate that and give us a platform to work from moving forward.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here