Open Ritter Sport box with chocolate bars and cards beside a closed box reading "Start your love affair with the square"
Submitted by Jellybean

Ritter Sport Start Your Love Affair With The Square

Influencer Marketing

Jellybean ran a PR, celebrity social media and influencer gifting campaign for the Ritter Sport UK launch of Salted Caramel & Orange, reporting reach in excess of 21M.

38Pieces of Coverage
21MReach
600K+Giveaway Reach

Case in 60 seconds

Ritter Sport was launching new Salted Caramel & Orange 100g chocolate bars in the UK, and the brief asked for a bold 'impossible not to share' campaign that would reach its core demographic of women 40+.

The page frames women 40+ as open to straying between chocolate bars, so the campaign treated brand choice as a flirtation to be won rather than a loyalty to be assumed, because a new bar needed shoppers to switch towards it.

'Start Your Love Affair With The Square' cast the famously square Ritter Sport bar as a love interest, inviting consumers to fall for its taste and texture rather than presenting the launch as a product announcement.

Over two months Jellybean ran celebrity social media partnerships with Denise van Outen and Nadia Sawalha alongside a press office and influencer gifting and sampling. Nadia then made a guest appearance with sampling at Sainsbury's HQ, and her fans on social media received a Christmas product giveaway.

Jellybean reports 38 pieces of coverage across consumer media including Hello, Daily Star, Best and Chat, plus trade and social media, with reach in excess of 21 million and a giveaway reach of 600,000+.

Strategy Breakdown

Women 40+, described on the page as the core demographic of Ritter Sport in the UK.
The page casts the famously square bar as the partner in a love affair, so the brand's shape and its chunky chocolate with natural ingredients became the thing consumers were invited to fall for rather than a background detail.
Jellybean built the campaign on the view that women 40+ can be a little promiscuous with chocolate bars, which made a flirtatious invitation to switch a fitting route for a new flavour launch.

Creative & Execution System

Partners

  • Jellybean

Participation mechanic

  • Nadia Sawalha's fans on social media were offered a Christmas product giveaway, while influencer gifting and sampling put the bars into consumers' hands.

Creator role

  • Nadia Sawalha
  • Denise van Outen

Results & Evidence

MetricValue
Pieces of Coverage38 pieces of coverage
Reach21M
Giveaway Reach600K+

Why Jellybean's strategy worked

  1. 1

    Celebrity content that draws media interest can be extended into retail and fan activity, because Nadia Sawalha's tongue in cheek content led to a guest appearance at Sainsbury's HQ and a Christmas giveaway rather than ending as a single post.

  2. 2

    A playful romantic frame lets press, celebrity content and sampling share one tone, which gave consumer media a story to cover rather than a flavour release to list.

  3. 3

    A launch built on taste and texture is well served by gifting and sampling, because putting product into hands and mouths lets trial carry the argument rather than claims about the bar.

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