ESSAYS
KATIE ECKFORD, SENIOR BRAND MANAGER AT GREEN & BLACK’S ORGANIC
did had a touch of amusement about it, and that’s something we try to continue today.
As we don’t have the budget to do a
big TV campaign, it’s really important for us to create brand appeal. Consumers expect something a little bit different from Green & Black’s and, importantly, they expect it to be all about taste.
When we launched the Taste &
Colour tour in Portobello Market, we had a beautiful cocoa tree made entirely from cake and chocolate, created by Miss Cakehead. At each stop on the tour, we’re linking with a well-known foodie, chef or café in the local area and creating a bespoke recipe for that town, using Green & Black’s chocolate. It’s these injections of personality that help keep the brand so exciting and different.
Can you tell us a bit about the recent Taste & Colour campaign and how it came about? KE: We always talk about taste. Twice a year, I stand up in front of 400 sales people and talk about taste, taste, taste. And if you look at the whole Green & Black’s range, you’ll see that it’s bright and colourful too. We know that people buy items and enjoy things according to colour. It increases appetite appeal. Colour is a part of food that Green &
Black’s can really own—it’s not something that Divine, Cadbury’s or Lindt have. And that’s because we care about our foodie credentials in a way that no other chocolate brand does. This is a theme which I think is
memorable, and which works on all levels. The Taste & Colour van is visually very bright and colourful, and we have taken this into our press campaign strapline: ‘If you like reds and blues [wines and cheeses], then you’ll like Green & Black’s’.
In all its 24 years, Green & Black’s Organic has never ventured into TV before. Can you tell us a little bit about
essential if you want to be memorable
Emotion is
your recent project with Channel 4? KE: Working in partnership with Channel 4 meant that we could get talent we never could have afforded alone. We created a series of videos using people like Emilia Fox and talented Michelin- starred chefs. I think we actually got the best results from social media and video seeding. The 30-second clips we were showing really surpassed our expectations in terms of shares, views and interactions.
How important is visual/video content in bringing the products to life? KE: Hugely. Our social manager is a talented photographer, so he’s able to create bright and colourful images of the chocolate, which resonate really well on social media. Last year we
produced several short videos of our taste specialist creating recipes. The most effective scenes are those where he’s pouring or stirring the chocolate. We did it to a tight budget: just our cameraman and a kitchen we’d hired. Visual like that is wonderful. It can really get people’s appetites going.
How important is the concept of emotion to the brand’s marketing? KE: Emotion is absolutely essential if you want to be memorable. Say someone tries some of the pudding from the Taste & Colour van at Brighton Pier and enjoys it, that’s an emotion. Or if they learn something new about the chocolate from the sampling team— that can spark powerful emotions too. We don’t like giving out samples without talking to someone, creating a reference point, and that’s why it’s important for us to go to events and do face-to-face tastings. Everything is about creating an emotion around the product, be that nostalgia, understanding or simply happiness.
Which other brands’ marketing do you find inspiration in and why? KE: There was some amazing content that came out of Cannes this year. I was particularly moved by a campaign by Always, which involved the brand linking with women in Mexico to develop words for the female anatomy which, in the traditional language, don’t exist because it’s a taboo subject. Cervical cancer is a big problem among these women, and now they are empowered to describe the issues they’re having. The work was really moving and so original. Kenco have also done a fantastic campaign called Coffee vs Gangs, helping men in South America find work.
greenandblacks.co.uk
37 issue 26 november 2015
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