Green & Black’s reinforces its organic credentials with a new bar and new ad campaign

By Anthony Myers

- Last updated on GMT

Green & Black's new organic bar is backed by a multi-media ad campaign. Pic: Green & Black's
Green & Black's new organic bar is backed by a multi-media ad campaign. Pic: Green & Black's

Related tags Organic

Green & Black’s, the pioneer of the first ethically-sourced 70% chocolate bar in the UK in 1991, has launched a new organic bar, ‘Wildly. Deliciously. Organic.’ with a cutting-edge multi-media campaign.

The latest campaign from the company shows the viewer how the finest, organic ingredients collide to create delicious chocolate in every bar. Contradicting the traditional portrayals of nature in advertising, Green & Black's said the work offers viewers the real deal – rugged, raw, visceral, untamed nature in all its glory.

With music by rapper MIA, the video​ captures Green & Black’s focus on fresh, organic ingredients and allows the film to lean into the imperfections that make its products ‘real’. The campaign, created by agency VCCP, will span Out-of-home (OOH) advertising, social, digital, video-on-demand (VOD) and TV.

The campaign was initially proposed by VCCP as part of its pitch for the Green & Black’s account during a competitive process. Since its inception, the mission is in its name: Green symbolises their commitment to ethically sourced cocoa, Black stands for the high quality and delicious taste of their chocolate.

David Clements, Marketing Activation Director, Green & Black’s, said about the work, “We are very excited to show what the brand stands for with our new campaign, taking Green & Black’s back to nature. It’s capturing the idea of flavour in a completely new way, with a feast for the eyes and an assault on the senses​.”

Founders of Green & Blacks Craig Sams and Jo Fairley said “It’s really gratifying, satisfying and fills us with pride … sticking to our founding principles and making it such a wonderful product. We think it’s going to blow everyone away​!”

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