A new generation falls for Chocolade Jacques

The strategy: entice, connect, and repeat

The challenge of making Chocolade Jacques top of mind for a new generation of chocolate lovers required more than just a one-off campaign. Younger target groups expect recognition, emotion, and interaction—without the brand losing its authenticity. Based on this insight, D’M&S proposed a cross-media marketing and communication strategy in 2024.

At the heart of this was a creative anchor concept that aligns with the pure essence of the brand: enjoyment. A subtle, slightly seductive approach centered on pleasure, chocolate moments, and emotion. No loud communication, but a warm invitation to taste Oooh Jacques!

From strategy to practice: social media & radio

To maximize the impact of this experience for the younger target group, we opted for a combination of social media and radio. Two channels that reinforce each other: radio to generate broad awareness, and social media to engage in dialogue and build engagement.
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Always-on online marketing, with a focus on interaction

Always-on social campaign to position Chocolade Jacques in a warm and creative way among younger target groups
Content centered on relatable chocolate moments, perfectly aligned with the Oooh Jacquesconcept
Strong focus on interaction: no one-way communication, but active engagement from followers
Use of giveaways and accessible activations (such as coming up with opening lines or guess-the-weight contests)
Remarkably high response rate with plenty of likes, comments, and conversations
Clear evidence that younger consumers enjoy interacting with the brand, as long as it remains authentic and playful
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National radio campaign, perfectly timed

First national radio campaign for Chocolade Jacques
Creative radio spot centered entirely around the Oooh Jacquesconcept, focusing on pleasure and temptation
Strategic scheduling during morning slots, the ideal chocolate moment at breakfast – with other consumption moments targeted in a later phase
Deliberate choice of stations with a broad mix of listener profiles: from Radio2 and Vivacité to StuBru and NRJ
Wide reach among both younger and existing target audiences
Tangible impact: increased recognition and additional traffic to the website and stores

The result: more than just awareness

The combination of radio and social media clearly paid off. Chocolade Jacques firmly established itself in the minds (and ears) of chocolate lovers. The engagement and the interaction with the brand increased. Proof that the cross-media strategy is working and that Chocolade Jacques can attract credible younger target audiences without brand DNA being compromised.

And what does the client say?

How does Baronie experience the collaboration today? What made the difference in D’M&S’s approach and how does Bernard Melmoux look back on the journey since 2024?
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The marketing and communication strategy combines traditional media and digital channels, with temptation as the common thread.

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