Purdy’s Chocolates readies holiday campaigns
By Adnews Staff
Purdy’s Chocolates of Vancouver is preparing two holiday season campaigns for Ontario, British Columbia and Alberta. The Ontario campaign, consisting of transit shelter ads, shopping mall posters and radio commercials, promotes the company’s chocolate hedgehogs. The creative depicts the hedgehogs in situations in which they have been trapped and are about to be eaten. The ads use the copy, “Hedgehogs are Here. The Hunt is On.” The aim of this campaign is to raise awareness of the brand in Ontario. The campaign in western Canada promotes the company’s Sweet Georgia Brown product. The newspaper, billboard and radio ads take the high calorie count of the product as their theme. The three executions use taglines such as, “It’s easy to count calories. They’re all in here,” and “Delicious treats. Above average paperweights.” Both campaigns, developed by Taxi 2 of Toronto, will break on Nov. 20. They will run again during the Easter holiday season in 2007. “Purdy’s Chocolate has a strong foundation in the west, but wants to create more equity in the Ontario region,” said Lance Martin, the agency’s creative director. “The chocolate hedgehog ads appeal to consumers’ tastebuds to entice them to hunt down these delicacies. The Sweet Georgia Brown ads, designed for markets where Purdy’s is already a household name, encourage people to take a break from the hectic holiday season and indulge.”