PURDY'S CHOCOLATES BREAKS HOLIDAY ADVERTISING
By Adnews Staff
Purdy's Chocolates of Vancouver has begun a holiday advertising campaign in British Columbia and Alberta consisting of billboards and 30-second radio commercials. The outdoor ads display copy such as, "If it needs to be special, it needs to be Purdy's," "If they deserve chocolates, they deserve Purdy's" and "People who know chocolate know Purdy's" in white lettering on a purple background. The radio advertising depicts a radio call-in show that answers the chocolate-giving questions of listeners. The campaign was created by Pineapple Group Marketing Communications of Vancouver. Pineapple Group was awarded the holiday creative assignment last month over two additional agencies in a short pitch process. Karen Flavelle, president of Purdy's Chocolates, said the holiday campaign is a shift for the chocolate maker, "because this is the first time that I can remember that we've had print or outdoor that hasn't focused on one of our products." Purdy's operates 48 retail locations in BC and Alberta.