GNAW Chocolate
SUMMARY
Gnaw Chocolate is a Norwich-based Chocolate Manufacturer. Launched new products , refreshed the packaging on their core range, introduced new flavours and created a solid brand articulation and marketing plan.
3
New Products Launched
4
New Flavours
1
Brand Strategy & Articulation
Brand Articulation and Strategy
Developed Core Brand Strategy for all Future Marketing Activity.
- Broke down the Gnaw Brand’s core elements
- Key Audiences – Core Range + Gifting
- Primary and Secondary USP’s
- Core Essence of the Brand – using the Brand Key.
- Gnaw’s core brand archetypes.
- Messaging and tone of voice
- Competitor and SWOT analysis.
- This included analysing and strategising around larger forces affecting the chocolate market such as the recent 400%+ increase in the price of Cocoa.
- Click below to hear my interview with BBC Radio (November 2024) on how the Price of Cocoa affects SME’s in the Chocolate Market.
New Core Range Packaging and New Flavours
Launched New Packaging Artwork – Front of Pack and Back of Pack as well as 4 New Flavours.
- Entire core range of bars underwent new packaging artwork and some changes to the recipes as well – I briefed the creative team on artwork and set up the entire packaging artwork process to ensure accuracy for all legal and nutritional information communicated on the back of pack.
- Launched 4 new flavours – Seville Orange Dark, Raspberry Mojito, Popcorn + Peanut, and New York Cheesecake. Similarly, worked on Packaging Artwork and Legal and Nutritional Information.
- PR Coverage – East Anglia in Business
Entered and Ranked in Awards
Chosen as Finalist for Packaging Innovation
- Entered Gnaw’s new packaging design and innovation in various awards.
- Chosen as Finalist in the London Innovation Awards 2024 due to packaging being completely home compostable – both the Paper and the foil inside (NatureFlex).
Leveraging Customer Feedback across Channels
Leveraging Online Reviews as well as Live, Filmed Customer Feedback across Channels.
- Briefed and created various assets + copywriting for socials leveraging our customer feedback focusing on specific products.
- Secured resources for video equipment to begin leveraging video across our channels.
- Briefed video team and created ongoing weekly routine to go into Norwich and film customer feedback on our various product lines – Bars, Hot Chocolate Spoons, Mocha Melts.
- Also briefed the Sales team on taking their own videos and pictures with our customers – tagging them on our social channels and encouraging them to post as well.
- Added images of customer feedback to our Shopify store products, where relevant, for added social proof.
- The result was an amazing array of content we could use on-going across various channels which leverage social proof to convince customers to purchase.
Social Strategy to Enhance Brand Communication Online
Created a Social Strategy to Align all Messaging on GNAW and Focus on it’s Key USP’s and Tone of Voice.
- Aligned to the Brand Strategy and Articulation – Ensured a Social Strategy was designed to communicate the following:
- Focus on sustainability – Ethical Sourcing, Solar-Powered Factory, Recyclable and home Compostable Packaging.
- Product Highlights, especially for New Products – Mocha Melts, Hearts, New Gooey Hot Chocolate Spoons.
- Having Fun with our products – puns, sarcasm and being self-deprecating where we can.
- Highlighting our partnerships and relationships with customers and government departments (exports).
- Highlighting Events we will be at during the year.
- Leveraging Social Holidays and Cultural Events – Mother’s day, Valentines, Pancake Day, Espresso Day, etc.
Working with and Assisting the Sales Team
Created a Range of Collateral for Sales Team – Brochures, Posters, POS Designs, etc.
- Designed various Brochures tailored to various customer needs for the sales team to help them simplify our offering to customers and make them easily digestible and to the point. Example Here: Corporate Gifting Brochure
- Created Strategy for reaching out to High Value Buyers who we’d like to consider our products. Using Behavioural Science techniques, advising to design specific packages including bars and products with the buyer’s name on the product itself along with a hand-written letter, essentially making it personalised as possible in order to get them to consider us. – This initiative was AMAZINGLY successful, ended up gaining at least 10 new high value buyers within a few months.
Strategies to Increase Average Order Value
Introduced Bundles to the Shopify Store in Order to Increase Average Order Value.
- Introduced various bundles online in order to increase Average Order Value (AOV), especially during the most important season in the calendar – Christmas.
- Activated various Shopify apps in order to encourage customers to buy more – Optimonk for encouraging signups and leveraging discounts and offers. Also activated Upsell and Cross-sell apps to encourage customers buying one or more products to consider upgrading to a bundle.
Moving Beyond Flavours – Leveraging Events
Leveraging Events and Sentiments to Encourage Purchase Beyond Flavours
- Assisted creative team in creating new designs for “Occasion Bars” to leverage various events but also ongoing sentiments throughout the year.
- As with the artwork on the core range – leveraged the artwork process I created to ensure all back of pack nutritional and legal information, as well as front of pack artwork were accurate and signed off internally before going to print.
Introducing a Completely New Category – Mocha Melts
Launched an NPD which is a completely new product to the Coffee Category
- Mocha Melts are a Chocolate Block filled with flavoured Cream (Hazelnut, Double Chocolate, and Salted Caramel) which you add to an espresso or filter coffee to make a Mocha.
- This was new because it’s closest competitors were powders or syrups – none of which were REAL chocolate – and Mocha Melts gives a more authentic mocha experience. There also aren’t any other products which are a chocolate block you add to coffee.
- PR Coverage Secured
Chocolate Hearts NPD
Launched Chocolate Hearts NPD – For Those You Love.
- Briefed in Pack Design (Box and Bands) + ensured Legal and Nutritional information were aligned on Back of Pack.
- Developed Marketing Strategy for 2025 for Hearts to leverage all relevant events (Mother’s Day, Valentines, etc.) + marketing messaging to promote this product throughout the year – buying for a son, daughter, mom, dad, etc.
- Developed Sales proposition for Sales team to use with current and prospective customers.
Chocolate Buttons and Sustainable Packaging Innovation
Led Project to Implement 100% Recyclable Packaging Revamp to Chocolate Buttons Range.
- Briefed in packaging (Primary and SRP), as well as artwork and back-of-pack for our two chocolate button sku’s – Caramel and Plain Milk.
- Worked with EvoPak (sustainable packaging supplier) + our 3rd Party packers to ensure smooth operational delivery of our chocolate button range.
- Briefed in PR agency along with input from EvoPak to highlight our new sustainable chocolate button packaging. Coverage as follows:
