Winning with Cocoa Horizons - a customer's own story
Owning their story
Communicating on sustainability shouldn’t be dry, statistics filled copy. Your audience will be asleep in minutes and they definitely will not be inspired to get involved or change their behavior. To engage your audience, you need to speak to their values. Fair & Square by County’s Confectionery is doing just that. Their consumer base is interested in the indulgent pleasure that comes from eating delicious chocolate, but they want to feel good about their purchase and ensure it is ethically sourced and positively impacting the communities where ingredients are grown and produced.
See how Fair & Square’s branding helps to capture these qualities:
Pleasure with Principles (ethically sourced)https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2019-01/pleasure-with-principles.JPG?itok=GkoXCmC0
Brilliantly British (local production)https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2019-01/brilliantly-british.jpg?itok=NBZgCQ1r