Armed with a camera and bags filled with chocolate samples, Ghirardelli street teams are stopping consumers in 10 cities to capture their favorite chocolate “moments” on video and then post them to ghirardellimoments.com. The program, which kicked off in Times Square on March 8, is part of an effort to connect with the brand’s primary target, women ages 25 to 35, sample Ghirardelli Squares and build buzz for the brand’s Million Moments of Timeless Pleasure Sweepstakes which offers a trip (and other chocolate related prizes) to one of four famous squares: New York City’s Times Square; Ghirardelli Square in San Francisco; St. Marks Square in Venice or Trafalgar Square in London.
“Ghirardelli consumers are active, busy and involved women who have a lot going on,” Melinda Winter, senior brand manager at the Ghirardelli Chocolate Company, told Buzz. “We know our chocolate does a lot for her, so we wanted to talk to consumers and find out more about these moments when they enjoy Ghirardelli chocolate squares and give them a chance to be broadcast.”
The street teams will be passing out one million samples of Ghirardelli Squares with decadent fillings like mint, caramel and raspberry, and videotaping people’s testimonials on site. During the Times Square stunt, the videos were aired live on the Reuters billboards. The street teams stand out in outfits corresponding to each flavor. For example, caramel staffers wear brown vests with a gold shirt. They carry the chocolates in branded totes and hand out each sample with an informational booklet on tasting chocolate. The tour is making stops in Atlanta, Chicago, Dallas, Miami, Los Angeles, Philadelphia, San Francisco and Washington D.C. through April 11.
“It’s about getting consumers to think about all the different ways we can contribute to their lives and give them that special reward and boost of energy when they enjoy a Ghirardelli Square each day,” Winter said. Agency: Inspira Marketing Group, Wilton, CT.