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Can you give us a sense of what it’s like to work at Green & Black’s Organic? KATIE ECKFORD: Working in a marketing role at Green & Black’s and Mondelēz means having a nuanced understanding of all aspects of the business, not just the creative side. I work across consumer insights, customer planning, sales and finance. I manage a team of four: an assistant


brand manager; a brand manager; a social media manager and a taste specialist. I’m also very close to Craig Sams, our founder, who regularly keeps in touch. Our team are all quite foodie and very much enjoy trying out new flavours. We have cooking competitions every couple of months to sample each other’s creations. Having a taste specialist also means that we get to do lots of varied


chocolate tastings. Green & Black’s is a lovely team to


Taste and Learn


Katie Eckford is Senior


Brand Manager at Fairtrade chocolate brand Green & Black’s Organic. She talks to Figaro Digital about the role of emotion and experience in the brand’s marketing mix


work on, and it really helps that it’s a great product. Everyone who works on the brand is incredibly passionate about it, and I think that really sets us apart from others.


From an edible ice cream sculpture in Covent Garden to the UK chocolate tour, Green & Black’s Organic have created some great brand experiences. Why is this playful, experiential marketing so important for the brand? KE: I think Green & Black’s has always been a little bit quirky. We started off as a brand 24 years ago with Maya Gold—the first Fairtrade product in the world. We were organic, and that was a completely new concept. Everything we


FEATURE ESTELLE HAKNER 36 issue 26 november 2015


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