Chunky, but damn tasty — Tony’s Chocolonely

Since day one, Tony’s Chocolonely has always focused on its purpose. The Dutch-born brand has built a global following by championing fair pay, equality in the cocoa industry, and making 100% slave-free chocolate its mission. But when it came to taste, the brand was unfairly falling behind some of the big names in chocolate. People assumed that doing good meant compromising on flavour. The brief was clear: set the record straight — Tony’s makes the tastiest chocolate in town.

Our idea — Chunky, but damn tasty.

We always find that real customer opinions and reviews can provide some real insight gems, and Tony’s was no different. We really didn’t have to dig deep to see that people who tried the chocolate loved it, but there was something else lurking in the reviews… Whilst they were getting four or five stars, there was always a kicker: hard to break, bits go everywhere, such a mouthful. We embraced the niggles, because they are what makes Tony’s, Tony’s. Despite these quirks, it’s worth it because the chocolate is so damn tasty.

The campaign embraces everything that makes Tony’s unique, chunkiness and all. Our social campaign highlighting the struggles (and rewards) of breaking the chunkiest chocolate in town.