Lead agency for Camille Bloch
// Public relations has played a vital role right from the beginning
// Content-strong campaigns are well received in the German market
// Comprehensive trade PR is a key area of focus in the current communication strategy
Stuttgart, 6 February 2017. After three years of successful collaboration, follow red, formerly Roth & Lorenz, on behalf of the Swiss manufacturer of premium chocolate, Chocolats Camille Bloch SA, is now the lead agency in Germany, the company’s most important export market. The decision was made in the context of planning next-phase campaign development of the “Ragusa FOR FRIENDS” project and based on the wish to capitalise on synergies and acquire all communications from a single source. Decisive was the extremely successful work performed by the follow red PR team, together with event teams as well as ebene c strategic partners, enigma digital experts and Camille Bloch’s classical agency, ByHeart.
360° communication at its best
Since follow red, at the time still Roth & Lorenz, organised the successful market launch of the new Ragusa Blond chocolate creation with the “Blond Rocks! Tour” international roadshow in autumn 2014, supporting PR measures played an important role in Ragusa Blond winning over countless chocolate fans. In addition to classical PR measures, the campaign included guerrilla editorial visits, the creation and content design of high-impact press kits, as well as exclusive media coop and social media programmes. The content-strong, comprehensive communication campaign not only won one of the coveted POSMA awards with its integrated approach, it also convinced Camille Bloch to build on its collaboration with the Stuttgart experts in experiential communication.
German trade partners are convinced
In 2015, follow red then developed another roadshow for the launch of the new Ragusa FOR FRIENDS product line, with a focus on friendship and sharing. In addition to classical PR measures, communication encompassed the company’s own campaign microsite as well as various social media measures addressing the Ragusa FOR FRIENDS thematic world and the “Freundschaft ist Charaktersache” (in English roughly: Friendship is a matter of character) campaign motto.
The results of the roadshow’s high-level impact were clearly showing in the German trade. And follow red was therefore given the mandate to further develop the 2016 Ragusa campaign under the extended motto “Blond, Classique or Black? Discover your Ragusa character!” – together with the planning and implementation of brand-specific activations at the POS. Among other things, the agency developed a ‘character test’ together with the client, also for digital implementation at POS – where Schoggi lovers had an opportunity to find out whether they are a down-to-earth, self-confident or daring personality type by answering nine questions at www.ragusa.win – and with which Ragusa variety – Blond, Classique or Noir – their character is best suited. All participating Ragusa fans had a chance to win an exclusive weekend in Berlin with two of their best friends.
Due to the great popularity of the previous Ragusa campaigns, the entire trade PR area became the responsibility of the Stuttgart agency. The additional, successful and sales-boosting support at trade shows throughout Germany, such as at the Berlin Food Week 2016, then led to the follow red communications team becoming the Germany-wide lead agency for Camille Bloch.
Dr. Eva Strohschneider, Corporate PR