/ case study

Ritter Sport Austria: Annual “SWEET” Press Event

Leading high-quality German chocolate manufacturers Ritter Sport had a goal: To be seen as an innovative and creative brand, that provides extraordinary flavours for their customers in Austria, so they contracted Action to help the company achieve its target.


In order to ensure Ritter Sport realised its vision, Action organised a press event to position the Austrian Managing Director as a key figure on the Austrian chocolate market; to present the annual company figures and to inform the journalists about the newest trends in the chocolate and raw material industries.


Top journalists from both the general and the trade media in Austria attended the event to listen to the Austrian CEO share product news, key figures and trends. New flavours and product innovations were on hand for a special media tasting and – proving that press conferences can actually be fun –  Action also organised a ‘Chocolate Pile Competition’ to show that the brand is a challenge, exciting and colourful. The winner was awarded with a year’s supply stash of Ritter Sport chocolate.


To date the event received excellent coverage in the press, with 14 print articles and two online pieces published across Austria. The advertising value of generated publication exceeded the PR budget by far and the journalists perceived the press event in a positive way.

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