UK chocolate maker Green & Black’s has announced plans to double its above-the-line advertising to GBP1.3m with a new ad campaign.

The manufacturer, part of the Cadbury business acquired by Kraft Foods last year, announced yesterday (10 March) that the series of ads will feature a new tagline – ‘Inspiring Taste’ that the company said “epitomises the brand’s approach and is rooted in the brand’s foodie heritage”.

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Green & Black’s said the aim of the campaign is to forge deeper emotional connections with consumers and reaffirm its position as a category leader in premium block chocolate.

The ads are part of a wider creative strategy and activation platform that have been designed by the brand’s creative agency Brave.

The ads feature “enticing photography” of a partially unwrapped Green & Black’s large bar, introduced by a “witty headline designed to pique the interest of food-loving consumers, and supported by detailed tasting notes communicating the product’s taste cues”.

Green & Black’s MD Guillaume Brochen, said: “This is a very exciting stage in the Green & Black’s journey. The launch of our new ATL [Above the line] is the start of a new direction and overall creative strategy for the brand which we hope will really bring our foodie credentials and established heritage to life. We’ve made the decision to show our famous bars broken into pieces for the first time ever, allowing us to really showcase the inclusions and demonstrate the product’s taste credentials. We believe that this new approach will connect with our consumers in an inspiring and engaging manner, whilst reinforcing our position as the leader in premium large block chocolate.”

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The campaign began on 7 March and will continue throughout the year and will appear in a range of publications with an interest in food, including Olive and BBC Good Food as well as Stella and The Sunday Times Magazine.