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This portfolio critically analyses Hotel Chocolat and its current digital storytelling strategy within the UK premium confectionery sector. It evaluates how effectively the brand communicates its ethical sourcing, craftsmanship, and premium positioning across digital channels. Drawing on the RACE framework (Chaffey & Ellis-Chadwick, 2022), Brand Archetype theory (Mark & Pearson, 2001), and Customer-Based Brand Equity principles (Keller, 2001), the analysis examines audience alignment, narrative coherence, and long-term strategic integration. The portfolio further proposes a purpose-led content campaign designed to strengthen sustained engagement beyond seasonal gifting cycles.
Introduction
Strategic Brand Storytelling & Content Audit
7012MECO – Digital Marketing Portfolio
vishnu sathish kumar-16789306
About the Brand
Hotel Chocolat is a British premium chocolate company founded in 2004. The brand specialises in high-cacao chocolate products, luxury gifting collections, and innovative cacao-based experiences such as the Velvetiser drinking chocolate system.
With a focus on ethical cocoa sourcing, contemporary packaging design, and experiential retail stores, Hotel Chocolat has positioned itself within the UK market as an accessible yet refined luxury confectionery brand.
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