CHOCOLATE CHIPS FINALLY HAVE A COMPETITOR
Brookside, a chocolate brand recently acquired by Hershey’s
Brookside makes chewy fruit flavored morsels covered with dark chocolate. They’re available in most super markets and convenience stores.
Consumers distrust Brookside due to inaccurate positioning
Brookside has positioned their product as a candy, when they’re actually an ingredient similar to chocolate chips. By trying to be something they’re not, they appear deceptive and disingenuous.
These people want to try fun, new dishes using their basic cooking skills. They feel alienated by food snobs who fetishize things like exotic truffles and heirloom veggies, but are looking for more than the standard meat-and-potatoes meals.
The Creative Challenge
Position Brookside as an uncomplicated ingredient brand for Everyday Foodies.
Foodie culture has become exclusionary due to snobby hipster attitudes.
The Big Idea
A totally new dish is simply one ingredient away.
Who says culinary indulgence has to be stuffy and complicated? With this brand positioning, Brookside can show the Everyday Foodie that they don’t need to be a gourmet chef to make interesting recipes. It just takes one shift, one pivotal ingredient to reinvent your dish.
This ad campaign introduces Brookside as an ingredient after years of the product sitting in the candy aisle.
This Recipe Remix site has easy recipes that give a new twist to old classics by adding Brookside chocolates.
Hershey’s has existing partnerships with many big-name food brands. By leveraging these relationships Brookside is able to introduce themselves as an ingredient within well loved staples of American pantries.