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Ghirardelli New Product Launch
Baxter Group Public Relations
launches Ghirardelli's new line of baking products and garners
critical acclaim, while positioning Ghirardelli as a leader in a
highly competitive market.
Summary
In late 2005, Ghirardelli launched a new line of baking products
with higher cocoa content. Products included: 60% Bittersweet
Chocolate Chips, 60% Bittersweet Baking Bar and 70% Extra
Bittersweet Baking Bar. Products and product packaging featured
increased cocoa content and cocoa percentages--the new line would be
the first major supermarket brand to showcase cocoa content.
Some smaller competitive supermarket brands already started to
include percentage of cocoa on packaging although had not yet begun
to use it as a differentiator in marketing. And, there was a
misconception among consumers and some media about what the optimal
amount of cocoa in baking chocolate is (more is not always better).
We used Ghirardelli’s “first-to-market” advantage and premium
product reputation to position them as the experts to educate
consumers about the optimal level of cocoa content in chocolate and
how cocoa content impacts the flavor of both the chocolate and the
final baking product.
Press kit
“Dark
Chocolate in Today’s Desserts--Chocolate Renaissance Hits the
Kitchen”
We created a press kit highlighting both the cocoa content and the
new packaging with a product fact sheet, dark chocolate backgrounder
and “how to select the right chocolate for your recipe” primer. We
included product samples, product photography and recipes that had
been developed specifically to showcase the intense flavor of higher
cocoa content. We aggressively pitched pertinent national consumer
and trade media and local papers within the top 25 markets.
Buzz
“Ghirardelli Searches for America’s Most Intense Chocolate Recipe”
To
create additional buzz and enthusiasm, we partnered with Ladies Home
Journal to conduct a National Recipe Contest: “Is Your Dessert
Intense Enough?” to generate awareness of Ghirardelli baking
chocolate and intensity/cocoa content among the target audience and
encourage trial and use among users of competing brands. Baxter
Group implemented and managed all facets of the contest including
contest theme, advertising, rules, prizes and judging. The contest
allowed Ghirardelli to obtain additional publicity for new product
long after product first hit the shelves. More than 300 recipes were
submitted and contest winners and winning recipes were publicized to
local newspaper food editors.
Media Results
More
than 350 magazine and newspaper articles with coverage in all top
markets, including four syndicated articles and two Associated Press
stories.
Highlights included:
Gourmet
Delicious Living
Chocolatier
Cook’s Illustrated
Fine Cooking
Cooking Light
Woman’s World
Country Living
Washington Post
Dallas Morning News
Boston Globe
LA Daily News
Sacramento Bee
Atlanta Journal Constitution
Miami Herald
Denver Post
San Diego Tribune
Ghirardelli Baking
In
2004
Ghirardelli hired Baxter Group Public Relations to publicize their
award from Cook’s Illustrated naming them as the best-tasting dark
baking chocolate.
Summary
In preparation for talking with the media, Baxter Group revamped
Ghirardelli’s press kit. The updated version was more media-friendly
and included information about the company’s proprietary chocolate
making process and tips for identifying the differences between
premium baking chocolate and mass marketed brands. In addition, we
pitched a new cookie recipe that was developed to highlight the
brand.
Baxter Group managed full production of press kit and media outreach
to long lead Food, Women’s and Lifestyle publications and short lead
(wires, syndicates and top daily papers). Our deep relationships
with media generated more than 38 million impressions.
Media Results
- 38 million impressions!
- 224 newspaper and magazine articles
- Articles ran in the top markets in 46 states; highlights included:
Los Angeles Daily News
Oakland Tribune
Sunday Times
Atlanta Journal Constitution
St. Louis Post Dispatch
Marin Independent Journal
Florida Sun Sentinel
Pittsburgh Tribune
Ladies Home Journal magazine featured Ghirardelli chocolate as a
top brand in a story about tasting chocolate in the October issue.
Additionally, the Associated Press featured Ghirardelli's
Chocolate Chip Pecan Cookie recipe which generated 200+ articles
throughout the country, featuring a full color photo and Ghirardelli
photo credit.
Ghirardelli Holiday Squares Launch
Ghirardelli selected Baxter Group Public Relations to launch their
new line of flavored chocolates on a national scale in 2004.
Peppermint Bark, Spiced Cinnamon and Eggnog flavors were to be
launched in bars and assorted container sizes at national outlets.
Summary
Baxter Group developed an aggressive media outreach program to
support the product launch and drive sales (retail and online)
throughout the holiday season, from October through December.
To do so, Baxter Group leveraged the natural news platform that
exists with holiday entertaining and gift giving to showcase the new
and full lines of Ghirardelli Squares available year-round. To reach
the media, we used the strength of the existing brand and superior
quality of Ghirardelli to distinguish it from other candy and
confection products.
Baxter Group managed full production of press kit and media outreach
to long lead Food, Women’s and Lifestyle publications and short lead
(wires, syndicates and top daily papers). Our deep relationships
with media generated more than 30 million impressions.
Media
Results
- 30
million impressions!
- 60 articles featuring Squares with product photos and key
messages; highlights included:
Dallas Morning News
LA Daily News
San Diego Union Tribune
San Francisco Chronicle
Coastal Living
Traditional Home
Woman’s Day
Taste of Italia
Manufacturing Confectioner
Today’s Grocer
Specialty Food News
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