Already eaten all your Advent calendar chocolate? This snack company wants to help

A Mashable article inspired Biena to contact guilt-ridden chocolate lovers this holiday season.

BOSTON: It's only the first week of December, but many social media users are confessing that they’ve already eaten all of the chocolate in their Advent calendars.

When Mashable covered this trend on Tuesday, snack food company Biena saw it as a sweet opportunity to build brand awareness and share news about its new line of chocolate-covered chickpeas.

Biena’s comms team reached out to social media users talking about the topic, including those whose tweets were featured in the Mashable article, to offer free samples of its new product. Many of the chocolate-lovers have been game to the company’s offer.

Biena founder and CEO Poorvi Patodia said the company hired E.J. Linehan two months ago as head of digital marketing, a newly created role.

"We have been talking about being relevant to our consumers and making our brand relevant to the things people are talking about," said Patodia. "One of the things happening with our brand is we just launched this line of chocolate-covered chickpea snacks and they taste really delicious and we thought there was a great opportunity there."

Beina has had several dozen engagements on social media. The company, which works with Hail Mary PR, is continuing its outreach throughout the Christmas season.

"We plan on following up with these consumers and offering to send them samples of our new product line so they can indulge in that chocolate as it gets closer to Christmas," said Patodia. "As a result of that piece of it, that could translate to sales."

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