Earlier this year we started working with Push Chocolate, a Cornish-based confectionery brand on a mission to melt the hearts of chocolate lovers with its high protein, low sugar and outstandingly delicious vegan chocolate buttons.
It’s fair to say the Storm office was won over as soon as the samples arrived, and we weren’t surprised when the media went cocoa-nuts about them too. With flavours like Salted Caramel, Orange, Mint and Honeycomb, all packaged in plastic-free, recyclable pouches, we had an inkling they’d be a hit.
Having an innovative product that tastes great too is a recipe for success, but the marketplace is crowded, and coverage opportunities are competitive, so we knew we’d have to get the product out to as many journalists and influencers as possible.
The central objective has been to introduce the consumer and trade media to Push Chocolate and generate coverage in print and online. As a brand born out of lockdown, we had a clean slate to launch Push to journalists and get them excited about a healthier way to enjoy chocolate.
Our tactics have been geared towards generating product-based coverage, whilst underpinning this with a stream of Instagram posts from foodie influencers with a love for all things chocolate, health, fitness and plant-based food. With a hard-working press office function and press releases tailored to trade and consumer media, we have been targeting short, mid and long-lead titles, and journalists have been keen to choc it out!
The result? A total of 45 pieces of coverage generated during a three month sell-in period, reaching over 34 million. The appetite for vegan-friendly, healthier products is showing no signs of waning with the media and we’re looking forward to seeing what Push achieves next in its journey to get people snacking on better-for-you chocolate.