Tin Can Marketing

Tin Can Marketing

Case Studies


Chatham's Fine Chocolates

(February 2008)
Back to list of Case Studies

In the chocolate industry, Valentine’s Day is bigger than Christmas. Chatham’s Fine Chocolates was a retail chocolate shop on the Camelback Corridor in Phoenix specializing in truffles and chocolate bars from artisan chocolatiers. While promoting chocolate on Valentine’s Day might seem like a no-brainer, owner Chatham Kitz knew he needed to make the most of the PR value of the holiday to maximize his sales. He turned to Tin Can Marketing to coordinate a campaign.

Over the years, Tin Can Marketing had positioned Kitz as a chocolate expert and a reliable, camera-ready personality. While Valentine’s Day could be considered a one-note story, Tin Can Marketing countered expectations with a string of releases and pitches to diversify the holiday including:

  • Chatham as a chocolate expert
  • Thinking Outside the Heart-Shaped Box: 5 Gift Ideas
  • Cupid Goes Digital – Online Gifts
  • Economy Can’t Stop Love – Estimated Valentine’s Sales

The goal of each release was to appeal to different aspects of Phoenix television and print – from features stories to ties to national news and trends.

Media response to the ideas was exactly what Chatham’s Fine Chocolate and Tin Can Marketing had hoped for. In a five day period, Kitz was either the main focus or an featured interview in 10 television stories for Valentine’s Day. This included morning and mid-day lifestyles programming, but also included three spots on the evening news – a significant increase from year’s past.

Print and web media responded as well. Leading into February, Chatham and his chocolates were featured in at least 8 stories. Again, aside from lifestyle and round-up stories, Chatham was viewed as a local expert and interviewed in a piece on the new light rail route stopping near the store.

Read about Chatham in frondoors magazine... Download
Chatham appears in AZ magazine... Download

Back to list of Case Studies

Chatham's Heart Box

Chatham's Fine Chocolates Features 200 Truffles

Chatham's Fine Chocolates store on the Camelback Corridor featured chocolate bars and truffles from artisan chocolatiers.