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‘This is not a chocolate bar’ Green & Black's campaign from Mother unveiled


By Gillian West, Social media manager

March 14, 2013 | 1 min read

Green & Black’s has commissioned Mother to create a provocative and humorous new print and outdoor campaign for its organic chocolate range.

Each chocolate bar is given its own alluring persona as part of the campaign, which is the first for the brand from Mother since it won the account last year.

The range’s Butterscotch bar is dubbed as ‘The Golden One’ with the Spiced Chilli bar, pictured with strategically placed nipple tassels, is ‘The Exotic One’. Meanwhile Milk chocolate is known as ‘The Rich One’ and the 70 per cent Dark bar ‘The Deep One’.

The whole campaign is underwritten by the strapline ‘This is not a chocolate bar’ highlighting Green & Black’s depth and variety of flavour and overturning the perception that Green & Black’s is dark chocolate only. The images were shot by Swedish photographer Carl Kleiner, who is best known for his work on the 2010 Ikea Cook Book.

The print work will run in national press, weekend supplements and weekly glossy magazines with the OOH activity taking the form of 6, 48 and 96 sheets in major cities across the UK from mid-March.

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