Tony Chocolonely’s There’s Fight in Every Bite
Tony’s Chocolonely stepped into the TV ring for the first time, turning a major media moment into a movement.
With support from Sky Media UK’s Zero Footprint Fund, the campaign went beyond a single ad, bringing more choc lovers into the fight to end exploitation in the cocoa industry. It rolled out as a full 360° experience across TV, social, in-store, print and beyond, with a few unexpected moments along the way, inviting everyone to take part …
Because real change happens together, bar by bar, bite by bite, all built around one simple idea: There’s Fight In Every Bite.
SOCIAL
Stunt
King’s Cross station was transformed into a wrestling arena, and commuters didn’t just watch - they became fans.
In one corner, Tony Chocolonely - the hero of cocoa. In the other, X-Ploitation - the villain of the chocolate aisle.
What started as a daily commute turned into a full-on front-row experience. And the crowd was fully in: cheering, booing, chanting, and sampling chocolate along the way. Bringing Tony’s fight against exploitation in the cocoa industry to life in a way people could see, feel and engage with. Sometimes, the only way to land a message … is with a body slam
JOIN THE MOVEMENT
To galvanise the Fight In Every Bite movement, an open letter was released in national press, alongside bespoke Tony’s Chocolonely wrappers that were designed and handed out as part of the stunt, turning a simple giveaway into a call to action.
