Ghirardelli Invites Consumers to “Commit to Quality Chocolate”
Promotional Campaign by FCB/RED Offers Sweet Deal
Chicago, September 3, 2014 – Ghirardelli Chocolate invites and challenges consumers to “Commit to Quality Chocolate” in a bold, new digital promotional campaign launched September 1. Offering engaging content and the chance to win a one-year supply of Ghirardelli chocolate, the effort features a 21-day digital campaign enticing current and new customers to go beyond ordinary, everyday brands and indulge themselves with Ghirardelli – the premium, quality chocolate.
“We are reaching out to U. S. consumers with a fun and lively campaign to encourage them to upgrade their chocolate experience to Ghirardelli,” said Jinny Lam, director of marketing at Ghirardelli. “We’re offering an easy way to get acquainted with and enjoy our premium brand.”
Created by FCB’s brand engagement and shopper division, FCB/RED, the promotion rewards the consumer with information and surprises, along with the chance to win a year’s supply of Ghirardelli. The effort will be supported online, in-store, on Facebook and in magazines.
Signing on to the website www.Ghirardelli.com/commit and committing to quality chocolate means consumers will receive email content providing a chance for free bags of bars and squares, intriguing and helpful facts, quotes and historic illustrations about chocolate, and recipes. It also gives participants the chance to win up to $500 in gift cards for sharing chocolate moments and ideas.
According to Howard Klein, group management director at FCB/RED, “People love chocolate and this promotion delivers a daily sweet message from Ghirardelli to their inboxes.”
In addition to the website, campaign elements created by FCB/RED include direct/email marketing to loyal and new users; social media advertising and content; in-store media and merchandising; and program mechanics and incentives.
The “Commit to Quality Chocolate” campaign is the first effort for the client by Chicago-headquartered FCB/RED. In April of this year, Ghirardelli named FCB West brand agency for its integrated advertising account for which a new campaign is scheduled to roll out in 2015.
- Senior Brand Manager – Jane Hsieh
- Assistant Brand Manager – Christine Cheng
- Assistant Brand Manager – Megan Wright
- SVP, Group Management Director – Howard Klein
- VP, Management Director – Marlo Cruz-Sands
- Account Director – Lindsay Tomek
- SVP/Group Creative Director – Suzanna Bierwirth
- Sr. Art Director – Jon Morrow
- Sr. Strategic Planner – Elizabeth Denson
- Sr. Strategic Planner – Brendan Fitzpatrick
- Analytics Director – Jason Methner
- Analytics Supervisor – Jennifer Asai
- Copywriter – Arman Khuvari
About Ghirardelli Chocolate Company
The Ghirardelli Chocolate Company is a manufacturer and marketer of premium chocolate products. Incorporated in 1852, Ghirardelli has the richest heritage of any American chocolate company. Ghirardelli continues to honor its heritage to this day. Ghirardelli is one of the few companies in America that controls the entire chocolate manufacturing process, from cocoa bean to finished product. This control over the manufacturing process, combined with Ghirardelli’s proprietary bean blend and unique methods of roasting and processing, ensure that you are rewarded with the highest quality and richest products. For more information visit www.ghirardelli.com.
FCB/RED is the global brand engagement agency of FCB (formerly Draftfcb). “RED” stands for our core expertise in Retail, Engagement and Digital. Top-ranked, approaching 40 years of award-winning shopper marketing, branded experience, promotional, digital and relationship-building success, we operate globally with specialists and integrated communications experts in 90+ markets, across all channels.
With more than 140 years of communications expertise, FCB’s worldwide network spans 150 offices in 90 countries, with over 8,000 people, and is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.fcb.com. Follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).