Moonstruck Chocolate
Consumers’ palates are more adventuresome and educated than ever, and chocolatiers continue entrancing them with innovative combinations and pure flavors. But as this confectionary niche has grown, artisan chocolatiers are challenged to stay front and center in the market. For Moonstruck Chocolate, LANE PR ensured that fresh, creative products – like its single-origin bars and 2010 holiday collection – garnered the attention they deserved.
To keep Moonstruck Chocolate top of mind with the media and consumers, LANE PR consistently focused on the company’s unique attributes, from whimsical chocolate designs and artful packaging to unparalleled taste and superior quality. This focus demanded keeping the media apprised of new products and developments, sending samples and following up with good, old fashioned pitching.
LANE PR knew that a taste of Moonstruck’s products would be enough to compel coverage and developed teaser media mailers to pique interest. LANE PR took things a step further, organizing a New York media tour for guided product tastings with Moonstruck’s master chocolatier. LANE PR ensured that the personality behind the chocolates dazzled reporters with authoritative knowledge and charm, ultimately becoming a discovery himself as a new resource for future story ideas.
The results? Moonstruck’s single-origin bars received Dr. Oz’s seal of approval and a place on O! Magazine’s “Favorite Things” list for the holidays, as well as accolades on Good Morning America and in The New York Times and Food Network Magazine. Glamour, Cooking Light and Travel & Leisure highlighted the company’s holiday collections. Coverage didn’t stop there: Moonstruck products also appeared on CNN, at Urban Daddy, Tasting Table, Daily Candy and in Redbook.