CAMPAIGN: Green & Black’s wishes you a luxurious Christmas

Christmas is the busiest time of year for chocolate producers, accounting for around a third of all sales. Although Green & Black’s had launched new Christmas gift boxes before 2006, it had become increasingly difficult to achieve the ‘wow’ factor.

Campaign Green & Black’s Ultimate
Advent Calendar
Client Green & Black’s
PR Team Phipps PR
Timescale May–December 2006
Budget £50,000

Objectives
To step up Green & Black’s editorial pre­sence at Christmas. To ensure a high profile, luxury position in glossy magazines, newspapers and broadcast media.

Strategy and plan
Phipps recommended producing a one-off, themed, high-value item to create a reason to talk about Green & Black’s as an ultimate Christmas gift. The idea was the ‘ultimate luxury advent calendar’, blowing every other chocolate advent calendar out of the water and reinforcing Green & Black’s as the most luxurious chocolate brand.

The four-foot-tall calendar was car­ved from ethically sourced Walnut and Burr Elm with 24 secret compartments. It was displayed in the Harrods chocolate room, with a price tag of £30,000. The money would go to Green & Black’s Maya Gold project supporting Fairtrade coc­oa farmers in Belize.

Phipps began to approach long-lead titles in June. The expense of the piece allowed the agency to target publications that would ordinarily be out of reach for a chocolate company. The calendar was sold to GMTV as the ultimate gift for ‘the celebrity who has everything’.

Measurement and evaluation
The campaign resulted in 32 pieces of coverage, including a place in Vogue’s Top Ten 2007 ‘It List’, a full page in The Saturday Telegraph Magazine, a 90-second feature on ITV’s LK Today and coverage in 13 glossy consumer magazines.

Results
According to Metrica, it rea­ched more than five million adults 1.5 times, and produced a ROI of 5:1.

Summer Nocon of The Saturday Telegraph Magazine says: ‘We look for something that has a design element and a story behind it – the Green & Black’s Advent Calendar fitted the bill and as the proceeds went to charity, it completed the perfect Christmas story.’

 

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