German-owned chocolate giant Ritter Sport, who’s UK HQ is in Yorkshire, has appointed social-first creative agency Slice, founded by Michael Corcoran, as its social media partner for 2026, in a move designed to strengthen brand salience and drive penetration across the UK and Ireland.
The partnership marks a bold step-change for Ritter Sport, as it looks to convert growing physical availability into mental availability – ensuring the brand is not only easier to find on shelves, but increasingly front of mind with shoppers.
Corcoran is known for redefining how brands build identity on social media, most notably transforming Ryanair into one of the most talked-about brand accounts globally through culturally sharp, humour-led content that reshaped expectations of how brands behave online.
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Slice will lead Ritter Sport’s social strategy, creative development and execution throughout 2026, playing a central role in ideating key brand campaigns alongside always-on activity. The objective is to amplify brand distinction, increase penetration and convert expanding distribution into incremental sales on the ground.
As Ritter Sport continues to broaden its footprint across the UK & Ireland, the focus now turns to strengthening brand salience at scale and building awareness that recruits new shoppers and supports long-term category growth.
Benedict Daniels, managing director at Ritter Sport UK and Ireland, said: “This is about unparalleled ambition. We are pairing the best chocolate in the world with one of the most exciting and proven creative forces in social media. Michael’s track record in building brand fame and driving momentum is exceptional.
“We have made significant progress strengthening physical availability across the market. The next stage is accelerating penetration and converting that distribution momentum into [sales]. Strengthening mental availability is critical, and this partnership will help us do exactly that.”
Slice founder Corcoran, added: “Ritter Sport has real conviction and distinctive assets. It doesn’t need to imitate anyone else. When you combine that clarity with creative bravery, you create a brand that people actively engage with. Our ambition is to build a presence that feels unmistakably Ritter Sport – the kind of brand that leads conversations rather than follows them.”
