Green & Black's ads push consumers to reassess chocolate

Green & Black's, the organic chocolate brand, is launching a poster campaign through Fallon to continue its drive to get consumers to reappraise their opinion of chocolate.

The London-based campaign, which breaks on 17 March, will comprise three executions. It is set to run on tubes and 48-sheet posters across the capital.

It aims to convince consumers to relinquish their preconceptions about chocolate and to try Green & Black's.

The three spots, which form part of a £2.5 million annual marketing push, feature different mantras about milk, white and dark chocolate. Each execution finishes with the line: "I am ready to taste Green & Black's."

The work, which follows on from the previous campaign last November, aims to build on the brand's growing position in the market.

The new campaign will be supported by heavyweight sampling and new product development.

Media planning and buying is through Unity, with the media strategy focusing on thirtysomething professional women in London and the south east. However, the company is looking to extend its distribution nationwide.

The ads were written by Dave Masterman and Ed Edwards. Art direction and typography was by James Townsend.

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