Green & Black’s partners with Channel 4 for first TV campaign as it aims to expand consumer base
Mondelez has teamed up with Channel 4 celebrity chefs to launch its first TV campaign for Green & Black’s Organic, the largest ever investment for the premium chocolate brand as it looks to gain a wider following and boost sales by solidifying its position as a “foodie” brand.
“Taste & Colour” kicks off today as part of a partnership with five celebrity food personalities, including Michelin-starred chef Michel Roux Jr and actress Emilia Fox, to create what the brand calls “advertorial on TV” which will show the chefs talking about and utilising the brand.
The campaign will see the brand “double” the spend of previous campaigns in support of its THIN variants, which launched in February featuring a slimmer bar with new flavours and packaging.
It is also part of an effort to expand Green & Black’s consumer base, which has traditionally been the “ABC1 female with more time on their hands”, according to the brand.
“We know we’ve got quite a dedicated following,” Katie Eckford, marketing manager for Green & Black’s Organic told Marketing Week.
“Generally Green & Black’s consumers are the most loyal, but now is the right time to try and expand amongst our consumers. We do need to get a wider following and we want to grow sales, and while we know all types of advertising are useful, TV is going to be the kick-off for something new for Green & Black’s.”
Eckford adds that the Channel 4 tie-up has leant celebrity chef star power to the brand that it would not have achieved otherwise.
“The celebrity chefs are so on brand,” she says. “Emilia Fox is very much like our target consumer.”
She adds that the TV spots will appear during cooking and health programs such as Come Dine With Me and Jamie Oliver’s new show, the viewers of which Eckford calls “the right consumer”.
The £2m Mother-created campaign will be support by print, OOH, social, PR and event sponsorship throughout the year, all of which will push the taste credentials of the brand, its range of colourful flavours and its four new THIN additions, Salted Caramel, Dark 70%, Milk 37% and Mint Crisp.
It will also see the brand perform a nationwide tour to “foodie hotspots” using a bespoke van to push its products, starting with its roots in Notting Hill on 23 April.
