Taste Discovery Tour
This gourmet chocolate brand had low awareness but high repeat purchase. We needed to build trial while reinforcing the brand’s position as a taste and quality leader.
The GREEN & BLACK’s Taste Discovery Tour leveraged the brand’s print media buys to create robust sampling experiences at over a dozen top foodie events like New York Food & Wine and Chicago Gourmet. This immersive engagement platform went well beyond the rational taste and quality messaging and drove home an emotional message steeped in the brand’s heritage, fair trade and organic roots. We also took a scaled down version of the platform to key retail partners like Whole Foods and Trader Joe’s. We coupled our live approach with an integrated social marketing initiative that carried our message to the masses by creating and distributing relevant and engaging content and ongoing community management.