To’ak Chocolate is the world’s most exclusive, and perhaps expensive, Ecuadorian dark chocolate priced at more than $260 per bar.
Page One Public Relations was retained for a three-month campaign to introduce this rare specialty to the public and to help reshape how consumers think about tasting and enjoying chocolate.
Page One had to shift the perception of chocolate as a common, delicious treat to the idea that fine, rare chocolate could be a luxurious tasting experience with a value that justified a higher price point – all within a three-month period.
Sampling by the media and key influencers was essential in conveying the superior quality of To’ak Chocolate. Page One coordinated and hosted tasting events in Miami, Chicago and San Francisco to introduce the To’ak brand. A To’ak tasting event at The James Royal Palm at Art Basel in Miami drew writers attending the art fair from Architectural Digest, InStyle and Ocean Drive Magazine among others. Page One partnered To’ak with El Ideas, a Michelin Star restaurant in Chicago, to create specialty menu items featuring To’ak, which led to additional press coverage. Desk side appointments with top food magazines in New York City and live and in-studio TV segments generated additional, in-person rave reviews.
Page One generated more than 8 billion media impressions throughout the three-month campaign, including more than 400 broadcast mentions internationally for Valentine’s Day. High-quality media were strong targets for the luxury brand, and placements were secured in the Robb Report, Town & Country, Food & Wine, The Daily Meal, Michigan Avenue Magazine, CS, Forbes Life and Fortune.