Clever thinking: Porter Novelli was briefed to develop a communications plan to support the final four months of The Taste of Yellow Chocolate campaign fronted by Great Barrier native, Josh Winger. Porter Novelli was engaged with the mandate of getting widespread coverage, particularly in regional press.

The challenge was facing media cynicism about the commercial nature of the story and to devise creative ways to get The Taste of Yellow Chocolate in the news.

Passionate Delivery: Building on from the success and learnings from the award-winning ‘Yellow Treehouse' project, Porter Novelli developed a public relations plan to achieve coverage and create talkability in a way that was creative, unique and effective.

Throughout the campaign we encouraged Kiwis to follow Josh on his mission - from his acceptance on Breakfast at the beginning of his journey, to his unveiling of Yellow Chocolate on Campbell Live when he launched it onto shelves nationwide. Other coverage highlights included Breakfast TV, Sunrise, 91ZM, More FM, Classic Hits, Radio Live, National Business Review, and securing coverage in all key regions across New Zealand.

Stellar Results: Yellow Chocolate became New Zealand's most anticipated chocolate bar, selling out 115,000 bars in two weeks, making it the fastest selling new chocolate bar launch in the past ten years.

Public response was incredible. More than 14,800 fans connected with Josh through Facebook and Twitter, and when Yellow Chocolate appeared on Campbell Live, visits to the Yellow Chocolate website increased by 300%.

Porter Novelli generated more than $396,000 of editorial coverage, reaching an audience of more than 17.6 million. That is a return on investment for Yellow of 8 to 1.