The campaign aims to get consumers to reappraise their current taste in chocolate by differentiating Green & Black's from the rest of the chocolate category, and also by positioning it as a premium product showing how real chocolate is meant to taste.
It will primarily target urban women in their thirties who appreciate quality products and the indulgent experience that comes with eating them.
Photographed by Harry Nash's Ringan Ledwidge, the 48-sheet and 12-sheet posters feature people who have stopped in their tracks after tasting the product, having experienced a moment of enlightenment at its pure taste. One execution shows a woman who is so shocked at what she has just tasted that she has dropped her shopping in the middle of the driveway.
The strapline across all spots is: "Ah, that's what chocolate's supposed to taste like."
Media planning is through Unity and media buying is through Matters Media.
The posters will run on the London Underground and will be supported by ads on Underground tickets and press ads. These will have more of a product focus and will also run in Red, OK!, Elle Deco, the Evening Standard and Time Out.
The campaign also includes entire escalator panels at key tube stations that will run a mantra asking consumers to rid their minds of any preconceptions of chocolate. In addition, samples of Green & Black's will be given away at ticket barrier exits.
Mark Palmer, the marketing director of Green & Black's, said: "Green & Black's has doubled in size in the past two years and similar rates of growth are planned moving forward. We are confident this campaign will help us to achieve this ambition."
The campaign was written by Ed Edwards and art directed by Dave Masterman.