We were tasked with providing the right people for the integrated Cadbury Dairy Milk Joyville campaign to find the first ever ‘Official Chocolate Taster’, the nationwide search being equally as important as sampling.
Sourcing people with specific attributes is always a major part of our job. But in this case it was even more important. The Actors we auditioned would need to bring to life the characters of the mythical chocolate land 'Joyville', so on top of improvising and interacting with the public, they needed to possess the quirky ‘Joyville’ spirit.
Passers-by were encouraged to taste the chocolate, then go online to submit a one word description. For 5 weeks we toured train stations, shopping centres, cinemas, supermarkets and service stations – with a total of 760,000 samples handed out.
Recruitment, training, Actors, staff management, logistics, online reporting, Mystery Shoppers.