Background: About Guylian Belgian Chocolate Café

Following on the success of the first Guylian Belgian Chocolate Café, which opened in Antwerp in 2003, the famous Belgian chocolate company decided to expand its concept overseas. After a successful launch in Singapore, Sydney was chosen to be the next chocolate café destination and the decision was made to open two flagship stores at Opera Quays and The Rocks in October and November 2008. The management of Guylian Belgian Chocolate Café Australia approached Trendhaus at the beginning of August 2008 to create the strategic marketing plan that would introduce this famous chocolate brand in the new format of a Chocolate Café. In addition to retailing selected Guylian Belgian Chocolates and exquisite chocolate dishes, the cafés offer an upmarket menu of savory salads and gourmet sandwiches as well as Belgian beers and champagne.

Marketing Challenge

• To successfully launch and position Guylian Belgian Chocolate Café in the competitive Sydney market.
• To develop online and offline marketing activities that would promote brand recognition as an exciting new way to experience the unique quality of Guylian Belgian Chocolate and impact sales.

Strategy

In order to create brand awareness and ensure a successful launch in the competitive Sydney market, Trendhaus developed an integrated, strategic and step-by-step marketing plan divided into three different areas: strategy, offline and online marketing activities.

Execution

• The Trendhaus 12-month multi-channel strategic marketing plan included launch PR, digital marketing, outdoor, promotions and direct marketing in order to ensure a con stant and strategic progression which supported the new brand both during the market entry period and afterwards.
• Guylian Belgian Chocolate Café approached PR, advertising and media buying agencies recommended by Trendhaus, and these suppliers began working immediately to implement the strategy and time schedule defined by Trendhaus.
• As part of the brand adaptation, expert visual merchandisers were appointed to create and design the interior of the Guylian Belgian Chocolate Cafés at Opera Quays and in The Rocks.
• Outdoor advertising campaigns were developed to promote the novelty character of the cafés in Australia.
• The VIP-launch took place on October 16, 2008 as a red carpet event for invited celebrity guests at the Guylian Belgian Chocolate Café at Opera Quays.

Results

• Successful red carpet launch event on October 16 with 300 exclusive guests achieved very high media coverage.
• The campaign resulted in a high amount of increased awareness of Guylian Belgian Chocolate Cafés in the Sydney market place amongst opinion leaders.

Testimonial Karl Kazal, MD Guylian Belgian Chocolate Café Sydney

"We were totally convinced by Trendhaus' strategic approach and their accurate structured services. Their expertise was shown in every detail of their marketing plan and we appreciate their fantastic turn-around times. Barbara and her team really know the marketplace by heart and were absolutely the right choice for us. We look forward to working with Trendhaus in the future."