Ghirardelli Hires MullenLowe as its Creative Agency

Companies

• MullenLowe Global

Ghirardelli has named MullenLowe its creative agency of record. This decision underscores the chocolatier's strategic pivot from TV advertising to a focus on social media and consumer insights, adapting to the evolving media landscape and changing consumer preferences.

"Our brief focused on new consumer insights and social-first ideas," said Bobby Oliver, VP and Head of Marketing at Ghirardelli. "MullenLowe stood out from the beginning in their level of insight and thinking. They understand the brand and audience we want to reach.

"What excites us most is the opportunity to partner with a brand that has endured and thrived over time and is looking for new ways to market themselves to stand out and connect with the evolving tastes of consumers," said Javier Passerieu, President of MullenLowe West.

The first MullenLowe campaign for Ghirardelli is scheduled to launch in the summer of 2024.

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