Jingle Bell Choc
Organic, ethical and sustainable chocolate brand, PLAYin CHOC, is the genius behind the ToyChoc Box – a modern and environmentally friendly take on a well-known chocolate and toy child’s treat. For the last three years, 361 cut through the confectionery Christmas noise to champion this ‘better for you, better for the planet’ festive treat – from advent calendars and stocking fillers to gift sets and Christmas table favours.
Christmas is a special time of the year for family and friends to come together and enjoy small affordable luxuries that make them feel good.
Yet, as consumers increasingly prioritise better lifestyles, they are getting wise to ultra-processed foods, and bad ingredients and are savvier than ever when it comes to choosing better-for-you and betplanet products – and Christmas is no exception.
The
CHALLENGE
The Christmas trading period is key for any chocolate brand and 361 was challenged, three years consecutively, to disrupt the traditional share of voice given to the ‘Big Chocolate’ companies within the consumer media, championing PLAYin CHOC as an inclusive better for you, better for the planet challenger brand that offers children a more sustainable and ethical treat.
What
we did
Tapping into the brand’s vegan, organic and sustainable credentials, we adopted a staggered approach to get PLAYin CHOC’s Christmas range into advent calendar round-ups, Children’s gift guides, Christmas features and Christmas chocolate reviews.
We highlighted the ToyChoc Boxes as more than just ‘another’ chocolate but a toy and treat combined – tapping into the play and educational elements for fun on Christmas Day and beyond. The brand’s clean, simple and allergen-free ingredients positioned the product as inclusive for all, so no child missed out on an advent calendar or delicious chocolate treats in their stocking.
The
Results
The media loved the uniqueness of the brand and our work saw placements of the PLAYin CHOC ToyChoc Boxes in 89+ gift guides each year, including The Sun Fabulous, Daily Mail, This Morning, Daily Express, Metro, Daily Mirror, Good Housekeeping, BBC Good Food, Time Out, Vegan Food & Living and multiple regional media outlets and influencer channels.
As a result, the brand saw an uplift in demand for its organic, free-from, vegan chocolate and sales went up over a third year-on-year, despite the brand not being stocked in major supermarkets yet.
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