There’s fight in every bite - tony’s chocolonely
(360 integrated)
People know of Tony’s Chocolonely for funky branding.
But everyone thinks it’s American chocolate (ie. tastes rubbish).
And gets the name wrong (“lonely”, not “loney”).
And has no idea about its ethical creds.
Plus ramped up HFSS standards meant getting that message out might get a little bit sticky in the future.
And we didn’t want to jeapordize the brand’s industry lobbying.
What better way to land this than tapping into the UK’s trending WWE revival?
We created a brand character, Tony the wrestler, and brought the brand’s fight against the exploitation of people and nature to social feeds, TV screens and train stations across the UK, while also landing the delicious flavour notes with a giant OOOOOOOF!
(Oh and we won the Sky Zero Footprint fund, getting £500k of free media).
Directed by MarySue Masson, produced by Common People Films
