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PR Campaign #ChocVote
This week we have been carrying out our #ChocVote PR campaign for Printed Chocolates. We produced five printed chocolate bars for the the five main parties, the Labour #EdMilibar, the Conservative #ToryToffeeBar, the #LibDemBar, the #UKIPNuttyBar, and the Plaid Cymru #LeanneBar, all with appropriate flavours, and a comedy element.
You can read more about the creative idea behind the PR campaign here
#ChocVote had trended on Twitter over the two days prior to the main event, with retweets from the likes of Sky’s Adam Boulton, the TV presenter Gyles Brandreth, and former MP Helen Mary Jones of Plaid Cymru.
The #ChocVote culminated in a taste test in Cardiff Bay with 100 members of the public sampling each of the bars, and voting for their favourite based on the taste, rather than the politics. The results, revealed in the video, were rather surprising.
We timed the PR stunt for exactly one week before the nation goes to the polls. We were also joined by Heart Radio breakfast show presenters Jagger & Woody, who took part in the taste test.
Our goal was to generate greater brand awareness for Printed Chocolates, by creating a light hearted take on the topic of the moment, the General Election.
The idea of printing an image directly on to white chocolate is a novel one, with people assuming that the image is printed on paper or a wrapper. We wanted people to see the product, handle it, and taste it. A key message in the campaign was to get across that it is printed chocolate. And it is great tasting chocolate too. The story was immediately picked up by the Western Telegraph who said that it was the best election story that had come across their newsdesk.
Our multi-channel approach of trending on Twitter, and gaining involvement from local radio and newspapers, using video and YouTube, involving the public, with more coverage to follow from the BBC, has certainly significantly increased the awareness of Printed Chocolates as a brand.
The icing on the cake came after the BBC Wales debate with Plaid Cymru leader Leanne Wood, when we presented her with the popular #LeanneBar.
She mentioned that she was already aware of it…which underlines the fact that our brand awareness goal had reached the highest levels.
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