OverviewLindt USA approached Cone Inc. with positioning the brand as the leader in the premium chocolate category and reinforcing its Swiss heritage and expertise. Lindt charged Cone with developing a robust and integrated program that would continue to build Lindt’s leadership position in the U.S. premium chocolate category, increase brand awareness, and introduce the Lindt Master Chocolatier to American consumers.
Campaign Elements
- Media Training
- Media Appointments
Cone coordinated media appointments with top editors at consumer and food publications, including Better Homes & Gardens, Bon Appétit, Child, Family Circle, Good Housekeeping, Gourmet, O, The Oprah Magazine, Quick & Simple, and Parenting. - Influencer Chocolatier Event
Lindt hosted a Master Chocolatier influencer event at the W Hotel in Times Square, NY, and invited key industry experts and select media. - Sampling Program
Lindt hosted daylong sampling in four locations throughout New York City. - In-Store Retail Appearance with Master Chocolatier
- Satellite and Radio Media Tour
Summary of Results
- Secured media coverage nationwide, including 17 broadcast and 100+ radio placements, and more than 7.8 million total media impressions.
- Increased awareness of Lindt’s premium products, exposed consumers to the brand
- Drove consumers to Lindt retail locations through publicized Swiss Master Chocolatier in-store retail appearances
- Extensive sampling efforts that involved distribution of 70,000+ truffles
- Reinforced Lindt’s credibility in the premium chocolate space by conducting a desk-side media tour and hosting an intimate chocolate celebration for select media and industry experts. Attendees included contacts from Family Circle, PARADE, Good Housekeeping, The New Yorker, The French Culinary Institute, and Woman’s Day.
