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Classic Communication: Valrhona: Campaign - "La Cité du Chocolat"

Valrhona – “La Cité du Chocolat”

Launching a Legendary Brand Experience in the
DACH Region

Challenge / Approach

 

In 2013, legendary French chocolatier Valrhona opened La Cité du Chocolat in Tain-l’Hermitage, in the heart of France’s Drôme region.
The new center, open to the public, invites visitors to step into the fascinating world of chocolate-making — from the cocoa plantations to the chef’s atelier — through a series of immersive, multisensory experiences.

Founded in 1922, Valrhona has long been the trusted partner of the world’s most prestigious pastry chefs and gastronomy professionals. With La Cité du Chocolat, the brand sought to extend its reputation for craftsmanship, innovation, and creativity to a broader audience.

Implementation

 

As Valrhona’s PR agency in Germany from 2008 to 2021, with occasional brief intervals, Classic Communicationdeveloped and implemented a comprehensive communication strategy for both B2B and B2C markets.
During this long-term collaboration, we launched multiple campaigns and touchpoints that brought Valrhona closer to professionals and consumers alike.

Key initiatives included:

  • Comprehensive PR launch of La Cité du Chocolat in Germany and Austria, with tailored press materials, press trips, and editorial features

  • Continuous media relations across lifestyle, gastronomy, and trade publications

  • Press trips to Tain-l’Hermitage and journalist expeditions to Venezuela to experience Valrhona’s cocoa sourcing and sustainability practices firsthand

  • Launch of Valrhona’s German online shop, supported by integrated storytelling and digital PR

  • Trade fair support at INTERNORGA and other key industry events

  • Social media consulting and content support for the DACH region

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Impact

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The Cité du Chocolat launch alone generated over 150 publications across Germany and Austria — from national daily newspapers to lifestyle and trade media.
Across more than a decade of collaboration, Classic Communication’s work significantly enhanced Valrhona’s visibility, credibility, and emotional connection in the German-speaking market.

Through strategic storytelling, consistent brand communication, and meaningful media relations, we helped transform Valrhona from a professional insider brand into a benchmark for excellence, sustainability, and luxury indulgence in chocolate.

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