Leading Digital and PR agency Palm is delighted to be managing a PR campaign for LoveRaw.
LoveRaw (www.eatloveraw.com) the decadently indulgent, plant-based chocolate brand, is launching a ‘Give Two Fingers to Bad Chocolate’ integrated campaign to launch its world-first Cre&m Wafer Bars and drive sales by encouraging UK consumers to switch to LoveRaw’s innovative vegan range, without having to compromise on taste.
LoveRaw makes the best tasting vegan chocolate in the UK. It leaves other, worthy plant-based brands standing when it comes to sheer deliciousness, while only making products with ethical and sustainable sourcing and no artificial nonsense or palm oil.
The LoveRaw Cre&m Wafer Bars range has two editions: M:lk Choc and White Choc. Every pack contains two crisp wafers, filled with LoveRaw’s signature almond and hazelnut cre&m, and generously smothered in the brand’s epic, vegan chocolate.
The integrated campaign will drive sales with the brand’s retail partners by educating consumers on the taste superiority of LoveRaw and will be implemented through a billboard and sampling campaign and across social media, digital advertising, public relations and influencer marketing. It will drive consumers to swap traditional chocolate for LoveRaw’s delicious vegan confectionary.
The initiative will feature a billboard advertising campaign, supported by direct-to-consumer sampling, in the North of England during the summer months.
On social media, consumers will be encouraged to produce user generated content, telling the world what they “give two fingers to” using the hashtag #twofingers, with surprise and delight gifting provided to participating individuals.
The Public Relations initiatives will focus on securing press and social media endorsement on the great taste superiority of the wafers, generating positive editorial profiles and reviews in print and online media.
LoveRaw is also appointing a panel of influencers for the integrated campaign, driving consumers to participate in the social media challenges and producing content that showcases how the influencers incorporate the Wafers into their daily life, by swapping traditional chocolate for the range.
Manav Thapar, Co-Founder at LoveRaw comments: “At LoveRaw we make delicious chocolate, that just happens to be vegan. Our no-nonsense ingredients mean our great chocolate can be enjoyed by everyone and so we have launched this campaign to get as many people as possible to try our products. We’re convinced that once they’ve had a taste, people will make the switch to LoveRaw, whether they’re extremely vegan, sometimes vegan, vegan curious or completely not vegan.
“The multi-channel, integrated campaign will be activated with billboard advertising and through PR, social media, digital advertising and influencer marketing. It will drive sales with our retail partners and support the release of our new Cre&m Wafer Bars.”
The LoveRaw Cre&m Wafer Bars are designed to smash the taste buds with flavour and are so delicious that each product can be enjoyed on its own or it can become the star ingredient of a number of culinary creations.
From making cupcakes or brownies to topping doughnuts and birthday cakes the LoveRaw Cre&m Wafer Bars can be enjoyed by anyone, whether they’re extremely vegan, sometimes vegan, ‘unvegan’ or just vegan curious. Perfect for sharing with a friend or for a moment of self-indulgence with a mid-morning or afternoon cuppa.
The LoveRaw Cre&m Wafer Bars are available to buy at Waitrose. Consumers can also order them online from the LoveRaw website www.eatloveraw.com