The world of chocolate has never been more vibrant and diverse, with the UK beginning to make a name for itself amongst more seasoned contenders both from continental Europe and further afield. As a direct example of this, October 2013 saw the UK’s first female Chocolate Master, Ruth Hinks, secure the highest result ever achieved by the UK in the World Chocolate Masters – the globe’s premier competition dedicated solely to chocolate artistry. Ruth’s top five placing saw her overturn no fewer than 14 national champions and Jellybean was there every step of the way to capture her story.
Beginning in summer 2012 Jellybean was tasked by organisers Callebaut, with promoting The World Chocolate Masters with the remit of capturing the UK finalist’s journey, while getting the industry to engage more with chocolate, the four candidates competing for the UK leg of competition were presented to the gathered press at a glittering launch, expertly organized and overseen by Jellybean at the iconic Gherkin.
Inspired by the launch event, the same press throng then flocked en masse to London’s Speciality & Fine Food Fair in September to see the four finalists battle it out for supremacy. Once again Jellybean was there behind the scenes, tweeting live from the event and ensuring eventual winner, Ruth, was able to meet the gathered press in the wake of her victory.
October 2013 saw the culmination of a year of intense preparation. Three dramatic days in central Paris, held at the Salon du Chocolat Professionnel which saw Ruth capture the highest ever finish for a UK entrant, beating Mark Tilling’s record seventh.
Jellybean accompanied a delegation of leading journalists from titles including Caterer & Hotelkeeper, Restaurant and Stockpot to France’s glittering capital to be immersed in the competition’s special atmosphere. The privileged press programme even gave them the opportunity to be part of judging the process, tasting and scoring the incredible moulded and dipped pralines for the special press award.
With Ruth’s story at an end, Jellybean’s task of promoting her exploits and the competition itself continue apace. At the end of an eventful 2013, we will look to review and report back the results of the full 16-month campaign. Early signs are tremendously promising with phase one (July to October 2012) reaching over 3 million people in the trade press generating 74 individual pieces of coverage. In the six days of competition (both UK and World) Jellybean’s twitter presence alone reached over 100,000 online users.
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