|Image from Foodspotting.com|
|Image from ProjectArt Twitter.|
(Article from ArtsBlog, The Sweet Side of Arts and Business (from the pARTnership Movement. By Stephanie Dockery. Published January 23, 2014.)
Affectionately known as “Mr. Chocolate,” Jacques Torres founded his company in New York City in the year 2000. In 1988, he emigrated from France and became the corporate pastry chef for the Ritz-Carlton, then served as executive pastry chef at Le Cirque from 1989-2000. Jacques Torres Chocolate is headquartered in New York, and the chocolate in manufactured in Brooklyn, establishing him as the quintessential American dream. A supporter of New York nonprofits, Jacques Torres has a personal passion for supporting youth initiatives, making ProjectArt’s proposal a perfect fit.
ProjectArt conducted market research and established metrics for their assets and achievements, then reached out to Jacques Torres Chocolate’s marketing team, using their metrics to tell the story about how their organization impacts children affected by the arts education gap. After Jacques Torres Chocolate positively responded to their pitch, ProjectArt reviewed the company’s specific funding interests and suggested a collaborative product idea. In October, they decided to orchestrate a rush promotion for the December holiday period. According to Marion Prely of Jacques Torres Chocolate, the company was inspired to “share the love” for the organization and the children they aid.
The original price point of the malt balls was raised from $20 to $25, allowing the company to donate $5 from each sale to ProjectArt. The malt balls were sold in all four of Jacques Torres Chocolate’s New York locations (DUMBO, Amsterdam Avenue, Rockefeller Center, and Hudson Street) and in the company’s two holiday pop-up shops on the Upper East Side. The product was easily recognizable, as the malt balls were adorned with large, colorful tags promoting the partnership. The company was active in using social media to spread the word, and ProjectArt engaged the public relations firm FleishmanHillard to work on the initiative pro bono. (READ THE REST HERE.)
(DON'T MISS AN ARTICLE! SIGN UP WITH "FOLLOW BY EMAIL" AT THE TOP OF THE SIDEBAR FOR FUTURE POSTS. OR FOLLOW US ON FACEBOOK.)