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If you’ve ever wondered what it takes to market a challenger brand in the world of chocolate, meet Kye, our one-man marketing machine. From B2B to D2C, social media to retail, he’s the guy keeping Love Cocoa in the spotlight (and making sure you crave chocolate 24/7).
We sat down with him to chat about the marketing funnel, challenger brand hustle, and, of course, chocolate.
Q: Kye, describe your job in three words.
Fast-paced. Creative. Never-ending.
Q: You head up marketing solo - what’s that like?
Imagine spinning plates while riding a unicycle… on a tightrope… over a pool of melted chocolate. That’s about right. But honestly, I love it. Being a challenger brand means we have to be bold, scrappy, and always one step ahead. There’s never a dull moment.
Q: What’s the trickiest part of marketing chocolate?
Making people taste it through a screen. You can describe it, shoot it beautifully, but at the end of the day, nothing beats actually biting into it. That’s why sampling, partnerships, and getting creative with content are so important.
Q: Speaking of content, what’s your social media strategy in a nutshell?
Be fun, be fast, and never be boring. If you’re just another brand posting pretty pictures, you’ll disappear. We want to spark conversations, make people laugh, and get them craving our chocolate.
Q: You run Love Cocoa’s marketing across B2B, D2C, and retail - how do you balance it all?
Prioritisation. Some days I’m deep in email marketing and performance ads; other days I’m working on retail activations or a brand partnership. It’s about knowing what’s going to make the biggest impact and making sure every channel works together.
Q: Let’s talk about the marketing funnel. What’s the secret to turning chocolate lovers into loyal customers?
It’s all about temptation and trust. First, you grab attention - make them stop scrolling and think, “Ooh, what’s this?” Then you nurture that interest, whether it’s through great storytelling, social proof, or exclusive perks. Finally, you make it easy (and irresistible) to buy. And once they do? You keep them coming back with amazing products and personal touches.
Q: You used to work at Hotel Chocolat. How does that experience help you now?
I know the industry inside out, what works, what doesn’t, and what makes chocolate lovers tick. Hotel Chocolat is a powerhouse, but being at Love Cocoa is different. We’re a challenger brand, which means we have to be agile, bold, and punch above our weight. I thrive on that challenge.
Q: What’s the biggest marketing trend brands need to pay attention to right now?
Community-driven marketing. Consumers want to engage with brands that feel personal, interactive, and authentic. It’s less about polished ads and more about real conversations, storytelling, and experiences that make people feel part of something bigger.
Q: If Love Cocoa was a celebrity, who would it be?
Timothée Chalamet, stylish, effortlessly cool, adored worldwide, and only getting bigger.
Q: Finally, what’s your go-to chocolate?
The Billionaire’s Bar. No contest. It’s like the marketing funnel in chocolate form - irresistible layers that pull you in and keep you coming back for more.
That’s a wrap!
Thanks for the insight (and laughs), Kye. Now, back to making the world crave Love Cocoa… one campaign at a time.
