Green and Black’s brings decadence to the nation in new experiential campaign
Behavioural communications agency HeyHuman is launching a nationwide sampling campaign for Green and Black’s to promote the brand’s recently introduced range of luxury, bite-sized chocolates, ‘Velvet Fruit’.
The sampling campaign will invite consumers across the country to taste the smooth and fruity dark chocolates from the comfort of a velvet tasting chair, where they will have the opportunity to capture a cinemagraph of their experience. Those who post their cinemagraphs to social media, using the hashtag #VelvetFruit, will be in with a chance of winning a luxurious tasting chair for themselves.
Each sample from the ‘Velvet Fruit’ range will be handed out by Green & Black’s Brand Ambassadors from the stand, along with a money-off voucher driving people to purchase the product from Sainsbury’s and Waitrose stores.
The tasting sessions will offer samples of the Orange and Raspberry flavours and will take place in premium shopping centres and train stations from 24th September until 12th October nationwide.
Chris Campbell, brand manager at Green and Black’s, says; “Green and Black’s has been innovating the premium chocolate sector for the best part of thirty years, and now we’re thrilled to bring moments of quiet bliss to some of the busiest locations in the UK.
“The bite-size format has become increasingly popular in the premium category, and ‘Velvet Fruit’ is our response to heightened consumer demand. The range is a delectable and delicious treat, and we wanted to honour this creation by giving people a little moment of indulgence. I can’t wait to see how people will mark their own velvet moments.”
Liz Richardson, managing partner at HeyHuman, adds; “Everyone needs a little me time now and then, and when premium shoppers buy chocolate they want to take home something decadent like the Velvet Fruit range.
“As premium bitesize is a relatively new category as well as Velvet Fruit being a new product for Green & Blacks, we recognised that getting people to taste the chocolates was key. We needed to get the product into people’s hands and engage them in a way that would do justice to the calibre of this product, whilst making the consumption occasion clear.”
“This is a particularly targeted sampling campaign, and we have used a mix of data tools and proprietary know-how to make sure that we engage the audience with a compelling message in the right places and at the right time to optimise effectiveness.”