Thorntons’ Christmas Campaign Spells Out Its Unique Style
Britain’s much-loved chocolate maker Thorntons has launched a new OOH led campaign for the festive season, running now through 29th December.
Developed by Mr. President, the new campaign features high-impact locations, including the iconic Motion@Waterloo – the UK's largest single indoor screen – marking a return to the high street for the brand by leveraging the power of out of home media. With a strong heritage spanning over 100 years, the campaign seeks to reaffirm Thorntons' place in the hearts of consumers.
The brand prides itself on offering a unique assortment of delicious chocolates; from their ‘Milk Chocolate Gooey Caramel’ to ‘Dark Chocolate Hazelnut Milano’ and ‘White Chocolate Sicilian Mousse,’ there is something for everyone. This, along with consumer research drove the creation of ‘Uniquely Thorntons,’. The key message is written out of Thornton’s very own, personalised chocolate strickle in the campaign, which is luxuriously drizzled over a wide selection of their delicious chocolates to highlight how Thornton's unique flavours and hand-made craft has always been a key differentiator for the brand.
The campaign marks a shift from its typical TV-centred strategy to focus on OOH, and is supported by Social and OLV.
The campaign visuals were brought to life by the excellent food photographer Colin Campbell through TWIN alongside renowned typographer, Alison Carmichael.
Mr. President began working with Thorntons after a successful partnership with Ferrero, producing the Ferrero Rocher TVC last year.
Joe Stone, associate creative director said, It’s not everyday such an iconic and much-loved British brand such as Thorntons comes knocking, and being briefed to reinvigorate and rethink their presence is the sort of creative challenge we love to get our teeth into (pun intended). So by shooting everything in camera and hand-writing the headlines with real chocolate, we ensure that their heritage and craft was honoured, but brought to life in a way that is contemporary, and unique, to Thorntons.
