Case Study : The Taste Assistant Become a piece of Green & Black’s

Client / Brand

Kraft Foods / Green & Blacks

Disciplines

Cinema, Press, Social Media, Digital (web design / build and advertising)

Campaign Summary

When Green & Black’s informed us that they were looking for someone to support their Head of Taste, Micah Carr-Hill, we recognised an opportunity to turn a genuine business need into a highly engaging consumer campaign. We created a nationwide search for the Taste Assistant, asking people to ‘Become a Piece of Green & Black’s’ and, in the process, creating buzz around the brand and reaffirming its pioneering credentials.

As the vast majority of the target audience would not be qualified for such a skilled role and we wanted to appeal to the mainstream, alongside the Taste Assistant we also recruited a Taste Panel – a team of 30 die-hard chocolate enthusiasts who would be the first to try new products and have the opportunity to influence the brand.

The campaign included a delectable 60-second cinema ad, tactical ads in the ‘Appointments’ sections of national press titles, a feast of online advertising, social media, digital direct and PR.

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Highlights and Results

The campaign achieved a huge amount of coverage from a relatively small budget – there were more than 80,000 unique visitors to the microsite, including 240,000 page views and more than £500K worth of PR coverage in the national press and on TV. Nearly 9,000 people of taste completed the online application and, after two more stages of interviews and challenges eventually, William Leigh was named as Micah’s new Taste Assistant.