Launch PR campaign for new products

Chocolarder is a sustainability-led bean-to-bar chocolatier based in Falmouth, Cornwall. The company’s ethos is to make great chocolate without comprise, producing all its products on site by using ingredients from a selection of hand-picked producers, both locally and from around the world. 

This year, Chocolarder added two new vegan eggs to its Easter egg range: a 75% dark chocolate egg made with cacao sourced from the female-led cooperative Femme Virunga in The Democratic Republic of the Congo, and a 68% smooth orange peel & dark chocolate egg made using waste orange peel from Gylly Beach Café, a few miles away from its factory.

The brief

Whilst Chocolarder already had a good foundation in the high-end chocolate market, with its products being stocked in Selfridges, the launch of its new Easter eggs needed some PR support to raise awareness on a local and national level. A PR campaign would also help with further raising the brand’s profile as a leader in the sustainable chocolate market. Through careful targeting, the campaign would build awareness amongst readers of the top national publications, allowing Chocolarder to achieve growth in the luxury chocolate market too. 

Chocolarder’s main aim was to gain and increase awareness of the brand and its Easter egg range, particularly the two new eggs, over a two month period leading up to Easter.

Implementation

We felt the most effective way to gain and increase awareness of Chocolarder’s brand and Easter products was by using targeting pitching and a press release to generate press coverage. 

Limited by the project duration and short lead up to Easter, we produced one press release which was designed to introduce Chocolarder and the new Easter eggs, sending it to a tailored and extensive media list made up of only the most relevant journalists and publications.

As well as this, we pitched to any journalists requesting relevant information corresponding to Chocolarder and its products, particularly those with requests relating to vegan, sustainable or luxury Easter eggs.

We also facilitated a press trip with a journalist from Cornwall Live, the leading local media outlet in Cornwall. Whilst most of our media list was made up of journalists from national publications, local outlets would help in raising the brand’s profile in Cornwall as a local producer, an opportunity in an area with an increasingly popular ‘shop local’ philosophy.

Results

Tailoring the media list and targeted pitching resulted in coverage from highly relevant and top-quality publications, reaching millions of potential customers.

Here’s what we achieved in just two months:


12

unique pieces of coverage


6.3 million

people reached

Like what you see? This is just the start.

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