Pana Organic is a luxury chocolate brand founded in Melbourne. Already somewhat of a legend amongst “healthy” chocolate fans, Pana Organic offers vegan chocolate that’s full of antioxidants, amino acids, vitamins and minerals, is without preservatives, soy or gluten, and is refined sugar-free.
Now, the brand had a new product available for purchase through independent grocers nationwide — Pana Organic Ganache, in three great flavours: Dark Maple Chocolate, Orange Pistachio & Quinoa, and Raspberry & Almond.
Looking for a clever way to reach their target consumer, Pana Organic saw an opportunity to connect their decadent delight with another popular treat: wine. Through Brandcrush, they were able to develop a campaign that had their chocolates paired with wine and sampled by wine lovers, hosted by premium bottle shops across Victoria.
Tapping into Brandcrush’s established network of premium businesses, Pana Organic booked their gift sampling activation into four unique bottle shop locations. Their key objectives were to build brand awareness and drive interest in their exclusive new chocolate range.
The Ganache samples and online vouchers were placed on the countertops of the bottle shops and gifted with each purchase for customers to enjoy. Staff at each space actively gave out a full-sized sample of the Ganache, and also set up self-serve tasting product displays accompanied by a strut card and 15% off online voucher that the brand had provided.
The activation was a huge success. For a cost-per-reach of just $0.73, Pana Organic reached more than 1,450 potential new customers, all of whom loved the fun concept of pairing a delicious chocolate sample with their wine. The campaign also gave the brand invaluable feedback directly from consumers, with each sampling location providing a detailed Activation Report complete with plenty of fun images for use on social media.