Ritter wanted our help launching its chocolate in the US. Chocolate is serious business for Ritter, but the German company also believes in the fun of making it and the joy it evokes. So, how do you tell the story of premium chocolate made to precision by serious Germans who also want to show their fun side? Our answer: a tongue-in-cheek, digitally-driven campaign that gave viewers an “inside look” into life at Ritter Sport HQ, as told by three somewhat fanatical employees.

Results:
194% sales
267% unit uplift
10% premium category growth

Our solution: Ritter Sport, the family owned German chocolate company, wanted to launch its premium chocolate in the US and drive purchase at selected retailers. In a choc-full market (see what we did there?), the confectionary company needed something as extraordinary as its chocolate to stand out. Ritter firmly believes in doing the right thing to make the best possible product. All it takes are the best ingredients, recipes reduced to the essentials, produced in harmony with people and nature. Easy…

With employee satisfaction being a crucial ingredient in the making of Ritter’s seriously good chocolate, it was only fitting that Ritter’s “employees” should be the stars of our campaign. Three rather unique employees gave a peek into life at the family-owned company’s HQ in a ‘Meet the Ritters’ mockumentary. Using the premise of an interview, we were able to show the not-so-serious side of the German chocolatier, and the very real passion behind every bar.

Creating the connection:With tongues firmly pressed in cheeks, the campaign cut through the digital crazy and saw a 194% increase in sales and 10% premium category growth, significantly growing the US market’s taste for the German chocolate brand.

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