Brand Storytelling & Company Culture Wins Holiday Bakers
at ghirardelli, our employees walk the talk. our chocolate-obsessed brand, marketing and communications team bakes constantly, and there is always something sweet and homemade in the break room.
the holidays represent one of ghirardelli’s most important selling season across categories, from bars to squares and especially for baking. in partnership with our creative agency, fcb west, the baking brand team developed a creative concept of “the sweetest secret” designed to position our products as the special ingredient that differentiates holiday goodies from, well, good to exceptional.
as i began planning the digital and social elements for “Sweetest secret” i identified an opportunity to tap into a truth about ghirardelli’s culture and tell an authentic brand story featuring employees.
watch the video
Results
peruse the social content gallery
