Sweet Addiction – The Botanic Story of Chocolate


Hidden Characters was engaged by Royal Botanic Gardens Sydney to oversee communications for the launch of its world-class exhibition space The Calyx. The project focused on driving awareness for the inaugural exhibition, Sweet Addiction – the botanic story of chocolate.

The Big Idea

The launch of Sweet Addiction – the botanic story of chocolate came to life through an integrated campaign incorporating advertising, media relations, stakeholder management, ambassador engagement and events.

During the campaign, Hidden Characters played the lead role in negotiating a significant media partnership with Fairfax Media’s Good Food and secured three Sweet Addiction ambassadors. These included international award-winning designer, author and horticulturist Jamie Durie, ‘Australia’s most travelled woman’ and host of Getaway Catriona Rowntree, and award-winning journalist and best-selling author Indira Naidoo.

Launching in conjunction with the Garden’s 200th Birthday Sweet Addiction opened its doors to a warm media and stakeholder reception during a ‘breakfast dipped in chocolate’. This built positive relationships with media who ordinarily would not write about the Gardens and resulted in multiple news stories praising the new exhibition.

As well as managing the PR campaign, Hidden Characters project managed the creative concepts and execution of all advertising material, ambassador negotiations and partnerships.

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