Do people love chocolate, or do people want to do good? Or both? We found out for Tony’s Chocolonely

Tony’s is probably one of the most admired brands these days in The Netherlands. It strives to abolish slavery in cacao-producing countries and successfully set up its own slave-free value chain. However: when it comes to communicate the brand, the question is when and how?

We held a few workshops with the Tony’s team and created new approaches to communicate the good and the tasty sides of the brand. We then talked to Tony fans and other chocolate lovers and found out a new balance in communication the brand.

A layered approach to communication the brands purpose and joy, allowing fans to love it, and others to eat it and adore it!


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Martijn Pater