The initiative is particularly noteworthy as the campaign broke Tony’s ‘no paid media’ policy to draw attention to the campaign to stop slavery in the chocolate industry.
The ads which appeared on a number of outdoor advertising locations in London and other locations across the UK, encouraged passers-by to acknowledge the shocking practice and to ‘choose change’.
The Dutch brand has only broken its media policy when they have deemed it essential. In 2017, Tony’s took out a full page newspaper advert to lobby for the Dutch Child Labour Due Diligence Act, which was subsequently passed two years later.
Tony’s Chocolonely usually focuses on earned and owned media in order to have a more direct and personal conversation with its potential customers. The approach highlights how many brands and businesses can be hesitant to use OOH advertising or signage in favour of more unique methods.
It’s time for us to break our own rules and go above the line to raise awareness on a significant scale. Time’s up. We want more people to realise that by joining together and pushing for a fairer industry they can be agents of change.”
This latest campaign is Tony’s first UK ATL campaign since being founded in 2005 by three journalists working in Dutch television. The company was created after discovering that the world’s largest chocolate manufacturers bought cocoa from plantations using illegal child labour and modern slavery.
The chocolate-maker has always put social impact before profit and dedicated itself to making chocolate 100% slave-free. The latest campaign has been started after the anniversary of a pledge from eight of the biggest chocolate companies to end illegal labour in their supply chains. However, 20 years later, Tony’s Chocolonely says nothing has changed.
UK marketing manager for Tony’s, Nicola Matthews, says: “It’s time for us to break our own rules and go above the line to raise awareness on a significant scale. Time’s up. We want more people to realise that by joining together and pushing for a fairer industry they can be agents of change.
The brand has become the market leader in the Netherlands with bars available all over the world
“The goal of this campaign is to use our marketing power to raise consumer consciousness of the issue and show chocolate lovers that together we can change the industry for the better, one bar at a time.”
Statistics company, Neilsen, states Tony’s is the third fastest growing chocolate brand in the UK and has used its popularity to highlight its message across banners, six sheets, rail and fly posters with a reach of at least 122m people, and a total value of £750k.
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