FUNCTIONAL CHOCOLATE

Functional Chocolate makes fair trade, dark chocolate bars that are infused with beneficial ingredients that offer wellness solutions. The brand is positioned as a challenger brand, an indulgent product that competes in the health and wellness category alongside gummies and other supplements to boost sleep, energy, stress, libido and more. 

We were brought in to solve for category confusion among large scale buyers due to the nature of this product being innovative. We designed and built a B2B sales mobile-first platform that clearly and efficiently communicated the positioning of this product line offering chocolate as wellness.  The platform provided category clarity, simplified navigation, clear CTAs, all while facilitating an easy purchase process for the brokers and sales force who travel daily. Removing all roadblocks that had led to sales disruption previously. We also helped Functional Chocolate with creative direction for product packaging, displays, photo art direction and styling. 

Having this win, we were asked to build a strategy for their social media advertising, including cross-functional campaigns for product promotions, holidays, and seamless marketing calendar assets. We leveraged our network to develop, negotiate and launch a cross-promotional campaign partnership with Cindy Gallop, creator of the Make Love, Not Porn platform featuring the Sexy Chocolate product.

RESULTS

28%+ increase in sales within the first 3 months 

Brokers and buyers for retailers KeHe, UNFI and Kroger were ecstatic.

“My team wanted to thank you for the new sales site. It’s helped them communicate quickly and effectively with prospective customers.” - Geoff Goetz, VP of Supply Chain, KeHe

"Thank you for the kind marketing approach. We loved doing this collaboration with you!" - Cindy Gallop, Founder+CEO, MLNP

team

Roxanne Benefiel
Kristen Branch
Steve Whittier
Graham Sorkin
Nicole Smith

credits

Illustration: Emma Moyers
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Photography: Shannon Hudson

Cindy Gallop + MLNP