Dialogue Wins Integrated Communications Award from PRSA GA

Talk about a sweet victory!

Dialogue won top honors in the PRSA Georgia 2023 Phoenix Awards in the category of Integrated Communications - Food and Beverage for our work with Vine to Bar, a rich dark chocolate that uses an upcycled product from winemaking to create a decadent and delicious treat. 

Our modern PR campaign combined traditional earned media relations with content marketing to increase online sales and attract more brick-and-mortar retail locations.

What We Did

Our strategy prioritized earned coverage in the candy and snack trade media as well as local media in the target markets for retail. 

Through keyword research, we discovered opportunities for the brand to appear prominently in search results for wine and chocolate pairing parties, questions about the health benefits of dark chocolate almonds, and unique s'mores ideas. This informed our strategy of optimizing website content to improve organic search rankings while creating content to bolster digital marketing efforts.

Our on-staff professional chef, Jen Datka, conceptualized recipes for deluxe s'mores and upscale trail mixes and art-directed the related photo shoots. 

We also supported the brand with collateral and press materials at key trade shows and entered the brand in sustainability-focused awards.

How We Did

• The campaign earned 38 pieces of media coverage and 9 social posts between June 1, 2022, and April 30, 2023, for 31.8 million impressions. High-value placements included US News & World Report Health, Thrillist, Sustainable Brands and an exclusive with The Boston Globe.
• The coverage garnered 227 social shares and 591 social engagements.
• We garnered 12 pieces of trade coverage, including a 3-page exclusive in Candy & Snack Today, as well as Food Business News and Confectionery News.
• The brand won Upcycled Product of the Year 2023 in the Mindful Awards.
• We increased organic search impressions for key brand messages by 58% in two months and 1,170% in 12 months and increased website clicks from organic search by 462% in 12 months. 
• We earned page 1 organic search rankings for searches related to dark chocolate almonds being healthy indulgences.