In 2017, Barry Callebaut, the world's leading manufacturer of high-quality chocolate and cocoa products, announced the 4th type of chocolate to the world: Ruby Chocolate.

Since then, no direct local communication has been made, while many introductions have been made to local countries. To raise awareness about the more than 100 artisanal and global brand introductions in more than 50 countries, we organized place a PR campaign for Ruby’s rubylicious chocolate creations.

Media and journalists are not always aware of what brands introduce, that is why a media relations campaign has been put in place. AM informed and gave a taste of the new type of chocolate manifestations to learn Ruby is a new chocolate and its broadly available.

To reach our goal, we selected top media per market by sending a press kit filled with the localized Ruby creations and a customized indulgent treat made by a local chef from the selected countries – France, Germany, Italy, and the UK. Over 50 journalists and influencers received the Ruby box to taste it. As a result, we got over 15 publications from media and influencers, such as Cosmopolitan (IT), GQ (UK), Delish (UK) and Elle Gourmet (IT), Bild (DE), Glamour (DE), Elle à table (FR), Madame Figaro (FR) and Cosmopolitan (FR). 

AM created the strategy, media relations, coordination of local specialists, created local press releases and orchestrated the shipment.

To know more about Ruby and see all the links, check the Ruby Chocolate website.