Description:

Whittaker’s was launching their newest limited-edition chocolate block - Blondie Biscuit. Where cult favourite Blondie, was paired with decadent cocoa biscuit pieces – a perfect taste match made in chocolate heaven.

With a February launch, we figured why not line up the launch with Valentine’s Day and leverage the sentiment of the perfect pair coming together.

The key audience for Blondie & Biscuit skews younger – 25-44 years old. So, with a younger target audience in mind and a Valentine’s day launch we needed a bold campaign to cut through the February 14 “clutter”. We also needed to showcase the quality ingredients within the block, while maintaining the classic Whittaker’s playful wink.

Being a limited-edition block, the flavour combination was too good to last. This helped inform the strategy - A modern tale of a short-lived romance.

We played out this contemporary love story through a series of flirty direct message interactions between Blondie and Biscuit. The messages were crafted to look like any modern romance – a series back and forth between the perfect pair, including the ever anxiety inducing “dot dot dot” as you wait with baited breath for a response.

The fling was crafted from real Blondie and Biscuit ingredients. This saw us use the real caramelised white chocolate Blondie and actual homemade cocoa biscuits.

The ingredient speech bubbles were photographed and then retouched with 12 different messages. Showcasing the expert craft and supreme ingredients in each and every Whittaker’s block while laddering into the “Good Honest Chocolate” Whittaker’s brand story.

A tease “Flirting Billboard” took over a key media site in Auckland for Valentine’s Day. With cheeky messages being sent between Blondie and Biscuit, before revealing the new block. The romance continued nationwide with street posters, an extensive social & digital campaign, cinema ads, TV on Demand, emails and influencer gifts. All of which had a series of different messages which played out depending on the media context.

This resulted in Blondie & Biscuit being a sell-out success that brought the flavour combination to life in a cheeky and light-hearted way. And even a few requests from local Chocolate Lovers calling out for the pair to be reunited. Everyone likes a happy ending.