North West PR and social media agency Down at the Social has been hired by wellness brand FULL POWER CACAO to support its growth in 2025.
The brand, which has gone from strength to strength since appearing on Dragon’s Den in early 2024, has reported increasing sales and growing interest around its unique holistic concept throughout the year. To tap into and further consolidate this growth, DATS will provide a media relations, events and creative newsmaking campaign to further increase awareness and education around the product and its wider category.
Founder Liam Browne first began using cacao in his yoga teaching in 2012. After seeing the positive effects of the product, the inspiration came to create a brand with the sole purpose of allowing people to experience a deeper connection to themselves and the world around them.
Growing consumer interest in the brand and the wider ceremonial cacao movement inspired Browne to take his idea to the next level, as he pitched the concept to the famed Dragons’ Den judges on the BBC show on 18th January 2024. Browne’s appearance saw him secure a deal, as investors Steven Bartlett, Peter Jones, and Gary Neville agreed to invest in the project.
Browne’s initial pitch sought £50,000 for a 5% share of the business. The resulting deal saw Bartlett and Jones each investing £20,000 for a combined 20% stake, while Neville contributed £10,000 for 5%.
DATS will begin the campaign with a one-year-on celebration of the BBC show appearance and activity through January, capitalising on a month that is traditionally associated with renewal and self improvement.
Daisy Whitehouse, MD at Down at the Social, said; “From my very first meeting with Liam and his team, their enthusiasm and positivity was infectious. I can so easily see why the Dragons believed in him. The product has generated mind boggling sales from the few pieces of media coverage it has received so far and we are excited to see what we can do by consistently generating quality reviews and news around Full Power Cacao product range and brand.
“We know that wellness-focussed audiences seek to experience a genuine connection with the brands that they love, so we have some unique moments planned throughout the campaign to offer them the chance to bask in the full power aura and become fans as we did.”
Full Power Cacao owner Browne added: “I was excited by the understanding that the DATS team demonstrated of our industry and target consumer. They recognised the trends that our brand aligns with and how we might tap into them in an authentic way to further grow the brand following the mad success we have experienced in 2024.”
Down at the Social has offices in Manchester and Lancashire, and clients across the UK. It specialises in consumer and trade campaigns, influencer marketing, social media management, content creation, brand launches and crisis management and its roster includes national brands Micro Scooters, MEDAHUMAN, UKBG, KBK, Shoryu Ramen, The Cocktail Co., Skinny Lager/ Skinny IPA, Zymurgorium, HRH Group, Native, OrderYOYO, Chopstix Noodle Bars, Seetec, Manchester Pride, LEGOLAND Discovery Centre, SEA LIFE and Macknade.
