Tony Chocolonely’s There’s Fight in Every Bite
Tony's Chocolonely stepped onto TV for the very first time, using one of the world's biggest stages to invite more people to join its mission to end exploitation in the cocoa industry.
With support from Sky Media UK's Zero Footprint Fund, I creatively directed the rollout of There's Fight in Every Bite, transforming a single TV campaign into a fully integrated brand experience. Spanning TV, social, retail, print and experiential, every touchpoint was designed to amplify Tony's mission while staying true to the brand's bold, optimistic personality.
Real change doesn't happen through one campaign. It happens when more people join the movement, one bar and one bite at a time.
SOCIAL
The Stunt
King's Cross station was transformed into a wrestling arena, and commuters didn't just watch, they picked a side.
In one corner: Tony's Chocolonely, fighting for slave-free chocolate.
In the other: X-Ploitation, the villain that's been getting away with it for far too long.
What started as the morning commute quickly became front-row entertainment. Crowds cheered, booed, chanted and sampled chocolate as the action unfolded, bringing Tony's fight against exploitation in the cocoa industry to life in a way people could see, feel and be part of.
Sometimes, the best way to land a message... is with a body slam.
Join the Movement
A TV campaign was only the beginning. To take There's Fight in Every Bite beyond the screen, we released an open letter in the national press and created bespoke Tony's Chocolonely wrappers for a live activation, turning a simple giveaway into an invitation to join the movement.
Campaign Highlights
First TV Campaign
Tony's Chocolonely's first-ever TV campaign.
Integrated Rollout
TV, social, experiential, retail, print and PR.
Media Partnership
Winner of Sky Media UK's Zero Footprint Fund, securing £500,000 of media investment.
Creative Platform
Built around one unifying idea: There's Fight in Every Bite.
Movement
Invited more people to join Tony's mission to end exploitation in the cocoa industry.