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Cocoa priorities 2012 One CHOCOLATE thematic all year long 2 peak periods : Easter & Sinterklaas work via a « push & pull » strategy Objective: + 150% growth in CHOCOLATE via : Full A-brand switches More retail PL commitment in chocolate Broader chocolate OOH offer. - PowerPoint PPT Presentation
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Cocoa priorities 2012 One CHOCOLATE thematic all year long 2 peak periods : Easter & Sinterklaas
work via a « push & pull » strategy
Objective: +150% growth in CHOCOLATE via: Full A-brand switches More retail PL commitment in chocolate Broader chocolate OOH offer
Creatief Concept
Meet MAX
PisteFIGURES
Chocolate ‘figurines’ are pure fun, they are representative for Belgian chocolate (typical Belgian).
Figurines are story telling, they bring chocolate ‘alive’ = chocolate EXPERIENCE.
We create our own figurine, he is the tangible result of what Fairtrade can realise. (the proof of the pudding is in the eating ;)
MaxFigurine
Positive tone of voice, ‘joie de
vivre’
Story telling, he will tell the
story of Fairtrade cocoa in an
edutainment way (education &
entertainment)
Recognisable and realistic:
school uniform, big African
smile, slippers, backpack,..
Max will create ‘rumour around the brand’
Headlinebij
campagnebeeld
Fairtrade chocolade. Valt ook in Afrika in de
smaak.
Le chocolat équitable. L'Afrique aussi le trouve à
son goût.
Baseline
Fier op onze chocolade? Zeker als het Fairtrade is!
Soyons fiers de notre chocolat, choisissons-le équitable!
Action plan
2012
Cocoa Campaign
2012APRILFairtrade easter egg chasesConsumer campaign launch
OCTOBERWeek of FairtradeBuzz campaign, retail & OOH activities
NOVEMBER - DECEMBERSinterklaas goes for Fairtrade!
Generalcommunication
Poster/leafletRecto
Poster/leafletverso
JULYTravel to Ghana with
Ketnetvisit Kuapa Kokoo and
meetMax in real life!
Half OCTOBERAfter the
Week of the Fairtrade
OCTOBERRetail activities
OCTOBEROOH activities
Preparation of the “Sinterklaas roadshow”
NOVEMBER/DECEMBEREntrance of Saint Nicolas
Roadshow + Media attention
Conclusion
Max can make a hell of a difference !
Agenda
Coffee break
SLOTWOORD
MOT DE LA FIN
Lily Deforce - Director
Networking drink