What's Happening?
Ethical chocolate brand Tony’s Chocolonely has launched its first-ever global TV campaign titled 'Fight in Every Bite.' The campaign features a 30-second advertisement where two women share a bar of Tony’s Chocolonely chocolate,
leading to a wrestling match between two characters, Tony and X-Ploitation, in their living room. The wrestlers symbolize the ongoing issues in the cocoa industry, such as inadequate farmer wages, child labor, and deforestation. The campaign was created by the creative agency House of Oddities and won £500,000 worth of advertising through the Sky Zero Footprint Fund, which supports brands focusing on sustainability. The campaign aims to raise awareness about exploitation in the cocoa industry through an entertaining and unexpected approach.
Why It's Important?
This campaign is significant as it marks Tony’s Chocolonely's largest marketing investment to date, aiming to reach a global audience. By using a creative and entertaining format, the campaign seeks to draw attention to serious issues within the cocoa industry, such as exploitation and unsustainable practices. The use of a wrestling match as a metaphor for these issues is designed to engage viewers and provoke thought about the ethical implications of their chocolate consumption. This initiative aligns with the brand's mission to promote fair trade and sustainability, potentially influencing consumer behavior and encouraging other companies to adopt similar ethical practices.
What's Next?
Over the next three months, the campaign will be featured across various channels, including paid, earned, owned, and experiential media. Tony’s Chocolonely hopes to resonate with both existing fans and new audiences, driving awareness and change in the cocoa industry. The success of this campaign could lead to further initiatives by the brand and inspire other companies to address ethical issues in their supply chains. Additionally, the campaign's impact on consumer perceptions and purchasing decisions will be closely monitored, potentially influencing future marketing strategies within the industry.
