Brief: Fairtrade Foundation wanted to drive up profile of Divine and Green & Blacks chocolate bars at BBC Good Food show.
Method: Celebrity chefs who would be present at BBC Good Food Show were contacted. Support was enlisted from several A grade chefs. They agreed to create recipes which would be made into glossy recipe cards, that included an essential ingredient using Divine/Green & Blacks chocolate. They also agreed to enter into a competition to see who could create most imaginative chocolate creation using Divine/Green & Blacks products. The results were put on display and media/photographers invited to an unveiling. Recipe cards were made available to public and media. Background on Fairtrade policy & visions made available to media.
Results: Healthy media coverage in trade, food & consumer media. Articles examined the aims of Fairtrade, included case studies on cocoa farmers, talked about why Divine and Green & Blacks chocolate bars were superior to other brands, and of better taste.
Testimonial: Ivor Peters, Director Oasis Media: “ Working on this project I experienced three things: 1. Dogged Tenacity, 2. PR Nouse, 3. Creative Capital. Today these are things I still look for in any PR partner, recruit, team and like common sense it’s not that common”.