Tony’s encourages consumers to take a summer break with latest bar series

Ethically-focused chocolate brand Tony’s Chocolonely has hit upon a novel campaign raising awareness of its latest bars – with a campaign in London’s parks with hand-written notes encouraging passers by to sample the new format, writes Neill Barston.

The savvy marketing move this week has seen the company, which has continued its mission to help achieve a child labour free cocoa supply chain, saw its team members make the most of summer in setting up deck-chairs and laid-back tunes to spread the word on its latest offering.

Notably, as the business explained, chocolate fans were invited to switch off (literally – phones away) and kick back for a short spell and  soak up some solo me-time

As previously reported, the brand’s new 90g bars are targeting the on-the-go market, available at £2.25, they are being offered in Milk Chocolate, Milk Caramel Sea Salt, Dark Milk Pretzel Toffee, and Dark Almond Sea Salt for vegan consumers. The new 90g bars are available exclusively at Sainsbury’s in four flavours.

Nicola Matthews, Head of Marketing UK&I at Tony’s Chocolonely said “We know our Choco Fans love the bold flavours and chunkiness of a Tony’s bar, but sometimes they’re looking for a portion that feels more personal. This new format is our way of giving them a perfect pocket-sized Tony’s bar to elevate those everyday sweet treat moments. Chunky, damn tasty and made for you alone-ly”.

The brand, which has its headquarters in Amsterdam, has enjoyed strong fortunes across Europe, as well as gaining traction in the US, as evidenced by its growing presence in the US, has acknowledged that significant challenges remain within the cocoa sector which it is seeking to address namely tackling forced labour, child labour and deforestation.

It has previously played a key role in our World Confectionery Conference,  which will be returning next month to Brussels on 11 September (register for this year’s show at confectioneryconference.com).

As the company explained, it has sought to take a leadership role in encouraging best practice in cocoa sourcing, which has led to creation of its Open Chain programme, working with retailers around Europe in upholding sourcing standards that seek to pay farmers more, while supporting farming communities.

Significantly, Tony’s has built direct, long-term relationships with cocoa farmers in Ghana and Côte d’Ivoire, paying them a higher price and working together to solve the underlying causes of cocoa’s major social and environmental issues.