Ghirardelli Promo Asks For Commitment To Quality
Ghirardelli Chocolate is asking consumers to "Commit to Quality Chocolate" in a new digital promotion campaign.
Consumers can enter for chances to win one of 50 prizes of a year's worth of the premium chocolate products by registering on www.Ghirardelli.com/commit between Sept. 1-21 and agreeing to receive emails from the brand for 21 days (#21qualitymoments).
In addition to information about the brand and its products, the emails include quotes and historic illustrations about chocolate, recipes and surprises, and chances to win up to $500 in gift cards for sharing chocolate moments and ideas.
Nearly 33,000 consumers have registered in the promotion's first 10 days.
The campaign aims to encourage U.S. consumers to "upgrade their chocolate experience to Ghirardelli,” says Jinny Lam, director of marketing for the brand.
Created by FCB/RED, the campaign is being supported by postings on the brand's social media assets, email promotion to its opt-in database, a paid search campaign, paid Facebook posts, and in-store media programs for the grocery and drug store channels. In addition, a poly-bagged magazine outsert (via Synergistic Marketing) that includes a $1 coupon in addition to promoting the sweeps was sent to Better Homes and Gardens, Every Day with Rachael Ray, Family Circle and Parents subscribers.