As a jump-off to our new FOODBEAST channel, we’ll be publishing a periodic recap of the goings-on in our office [/boring]. Today, our morning editorial routines were interrupted when we received this peculiar FedEx package in the mail from a Magnum ice cream company. Peculiar? Press Releases are a dime a dozen, many of which relay how amazing a particular product is, why we should write about it, why the company is the best there is, blah, blah, blah, blah.
Magnum took it one step further, sending us one of the most innovative and frankly put, tasty, press kits we’ve ever received. In an effort to shine light on their looming U.S. expansion, they made sure we got a taste of their delicately crafted chocolate through a press release made entirely of their Belgian chocolate. We’ll recap the brand’s product offerings soon, but until then, here’s a little behind-the-scenes scoop on their marketing initiative:
Our snail mail pile is usually a hodgepodge of bills, bills and more bills. Press Releases and hate mail are usually the sliver of hope for the rest of the day, especially when I can eat the news.
After tearing through the packaging, I quickly assumed they had included a paper press release accompanied by a box of their chocolates. My thought process was quickly nullified:
Magnum USB drive shaped like a Magnum Ice Cream bar? Don’t mind if I do! At this point, I still thought the other box was full of random chocolates. Until I saw the ice pack tucked behind some gold paper foil:
Then there it was. Their press release was a humongous slab of chocolate, with their important information inscribed right into the thick Belgian chocolate. Everything from their Ice Cream product U.S. price points, all their upcoming flavors and their retail locations were etched on the edible scroll. Would I be mad if more of my reading materials were made of things I could eat? Not in the least, my friends, not in the least: