The activation is centered around a brightly coloured branded van that is fit out with a mini kitchen, enabling taste specialist Brandt Maybury to temper chocolate and create freshly made chocolate treats for passers-by.
The van showcases four products from the brand’s new Thin range. Two of its most popular varieties – fairtrade dark 70% and fairtrade milk 37% are available to sample, as are two new creations – salted caramel and mint.
There are a handful of brand representatives on hand to give out samples of the new range and inform consumers about the concept.
Katie Eckford, senior brand manager at Green and Black’s, who was onsite at the activation, told Event the van is an extension of the brand’s already active presence in the events space.
"Things that we have always done in the past are events. We’ve had partners and we go to consumer shows such as Taste of London so this type of marketing is absolutely key to us and to our consumers.
"Concepts like this enables us get out and interact with the public at locations such as Portobello Road where we wouldn’t normally be able to have a presence. This is more inventive, it is more colourful."
She elaborated on the brand’s plans for its national Taste & Colour campaign, which is set to take place throughout the year. "At the end of May we are going to be on Brighton pier and we are also looking at locations including Cheltenham and Harrogate – there will be five locations in total.
"At each event we’ve picked a partner, like a local café or bakery, and we are going to be creating a local dish with a Green & Black’s twist to it. In Brighton for example there is a Sussex Ponds pudding which is traditionally quite heavy – we might turn that into a chocolate-based one."
Experiential will remain at the forefront of Green & Black’s marketing strategy, Eckford explained. "Experiential is really important to us. It is one thing seeing chocolate on TV or in a press ad; it is another thing to put it in your mouth.
"It is wonderful going to these things because the consumer feedback we receive is really interesting. People ask questions and they are genuinely interested, and importantly they get to try our products."
The campaign is the work of PR agency Edelman in partnership with brand experience agency Purity.
The activation runs until Saturday (April 25). The Taste & Colour tour will activate in April and May before returning between September and December.
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