BECOME A PIECE OF GREEN & BLACK’S
When Green & Black’s told us that they were looking for someone to support their Head of Taste, we recognised an opportunity to turn a genuine business need into a consumer campaign. We created a nationwide search for the Taste Assistant, asking people to Become a Piece of Green & Black’s – featuring a cinema ad and tactical placements in recruitment spaces. In the process, significant earned media buzz was created around the brand reaffirming its pioneering credentials.
As the majority of the audience would not be qualified for such a skilled role, we recruited a Taste Panel alongside the Taste Assistant– 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.