ETHOS CHOCOLATE - #FEEDYOURETHOS
The cacao tree, which produces the cocoa used to make chocolate, is currently threatened by the impact of climate change and is on track to go extinct by 2050.
We worked with our client, A Fresh Look, a nonprofit coalition of over 1,600 farmers committed to demystifying GMO farming, to conceive & launch a new line of chocolate bars called Ethos Chocolate.
The limited-edition chocolate bars are handcrafted by an award-winning, single-estate chocolatier and do more than just taste good – they tell an important story. Each of the four bars feature fruit GMO farming has saved, improved, or could protect in the future.
Ethos Chocolate BARS
The bars contain sustainably grown cacao from the Dominican Republic and each is symbolic of a GMO crop story, demonstrating how technology has played — or is currently playing — a heroic role in solving a real-world food challenge:
The Optimist — Genetic engineering is being explored to protect cacao trees like the ones in the Dominican Republic that make the Ethos bars
The Survivor — GMOs saved the entire papaya industry in Hawaii after it was decimated by papaya ring spot virus
The Hero — GMO researchers are working to help Florida orange trees fight the citrus greening disease which threatens the entire citrus crop
The Trendsetter — GMO farming paved the way for non-browning apples that stay fresh longer to help cut food waste
Earned Media
We contacted key business, lifestyle and ag media outlets to secure interest from reporters in covering the campaign.
• Secured 50+ feature stories
• Reached a total audience of 393 million
• Earned supplemental social media syndication on media outlets’ Twitter and Facebook handles including: Business Insider, Bloomberg, AdWeek and Well + Good
Influencers
We partnered with 16 lifestyle/mom, farming and food influencers to help raise awareness among their respective audiences of the Ethos mission and campaign using their own social media and blog platforms.
• 64 pieces of content created
• Garnered 6.4M impressions from influencer content
• Acquired 15K content engagements via likes, comments and/or clicks to Ethos-Chocolate.com
• Generated 8.6K clicks to Ethos-Chocolate.com from influencer bios and/or Instagram stories
website
We created an interactive website to house the anthem video, share in-depth crop stories, product information and host the chocolate order form. Over the campaign we received:
• 11,201 unique site visitors from 77 countries
• 20,408 page views
Organic Social Impact
We launched three Ethos Chocolate handles to promote the brand and its mission. From launch on February 5 through February 28, we achieved these results without any paid media support:
