This Autumn, Callebaut, makers of the finest Belgian chocolate, partnered with Jellybean to encourage chefs to increase their use of chocolate as an ingredient.
Trade and consumer insight was our strategic foundation for this campaign. By drilling ‘sales out’ data we identified our key sectors for focus in foodservice, and consumer insight and menu research established that there was a real disconnect between consumer demand for chocolate desserts and what chefs were offering on menus. This “Jellybean Sweet Spot “ formed the premise for our integrated campaign “For The Love of Chocolate”, launched to coincide with Chocolate Week.
Phase 1 of the campaign focused on educating and inspiring chefs to meet consumer demand for chocolate desserts. Education was via an infographic which summarised the compelling research findings. To inspire chefs to add the most popular chocolate desserts to their menu, Callebaut’s chocolatier chef developed the top five recipes with stunning serving suggestions.
This core content formed the basis of the “For The Love of Chocolate” campaign. We used a campaign logo, a dedicated website section (including recipes, videos, infographic, free trial sample and much more), as well as focused PR and high impact advertising, both in print and online and social media* on Twitter and Facebook to create a fully integrated campaign based on sound insight.
This is only phase one of this campaign and there is more to come from the “For The Love of Chocolate” campaign in 2015 – so watch this space!
Visit www.fortheloveofchoc.co.uk to find out more
*Client led social
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