Making Green & Black’s famous

We worked with Green & Black’s for 14 years as its only retained marketing agency, helping the brand to grow from £2m to £50m and seeing it through the sale to Cadbury’s then Kraft.
Back in the 90s when our journey began, our brief was to work closely with the brand team as Green & Black’s morphed from a one dimensional organic brand into the UKs best loved chocolate brand with taste, luxury and sustainability at its core.
NPD was at the heart of our media relations campaign but our biggest challenge was keeping the brand current. One year we created a chocolate board with Conran and another year the UK’s first hand carved 4 foot tall advent calendar tree with a price tag of £30k that we placed in Harrods’ Chocolate Room.
But that wasn’t all. The company had a story to tell and we used different people within the business to tell it. CEO William Kendall talked about brand success to the business pages, Founder, Craig Sams told the start up story to the lifestyle pages, Head of Taste, Micah Carr Hill talked to the foodie pages.
Phipps also handled the trade and corporate comms and as the brand grew overseas we became brand guardians working with the teams in in the US, Australia and Canada to oversee the PR outreach in these emerging markets.

I worked with Phipps for eight years during my time at Green & Black’s and the team delivered time and time again; always creative, always thoughtful, never gimmicky and always on strategy.

Mark Palmer Marketing Director Green & Black’s
Phipps also handled the trade and corporate comms and as the brand grew overseas we became brand guardians working with the teams in in the US, Australia and Canada to oversee the PR outreach in these emerging markets.

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