Tony’s Chocolonely seeking ‘the world’s sweetest person’

Mission-driven chocolate brand Tony’s Chocolonely has set out on intriguing quest to find ‘the world’s sweetest person’ with a prize of staying in a chocolate-drenched hotel room, writes Neill Barston.

The unique venture is with hospitality business and fellow B-Corp, sustainability focused enterprise, The Social Hub, which is set to create a highly-distinctive confectionery themed experience, as a project raising the profile of its work in addressing child labour within supply chains, 

As Tony’s explained, to  stay at the new chocolate-drenched pop-up suite at The Social Hub Amsterdam, guests can’t book or pay. They must be nominated as the world’s sweetest person — winning the sweetest sleepover of their life along with the person who put them forward. It’s all to show how our actions have an impact on others, both in how we show up in life and the chocolate we consume.

Trix van der Vleuten, Chief Marketing Officer at The Social Hub, said: “The world feels increasingly divided,” she said. “We’re more digitally connected than ever, yet loneliness is rising. We wanted to come together with Tony’s to showcase that sweetness — simple, human kindness — matters more than ever, and that people can enjoy our products while positively impacting society.

“Doing good makes you feel good. So does eating chocolate that’s produced fairly, and so does spending time in a one-of-a-kind choco hotel room with someone else. Like Tony’s chocolate bars, this room is designed to be shared. We can’t wait to reveal it, as there’s truly never been anything else like this before.”

As the organisation noted, nominations can be made in the UK, Netherlands and Germany,  until March 12, How it works: The kindness contest, with people able to nominate someone via The Social Hub’s instagram channel. A winner from each country will be selected by a panel from The Social Hub and Tony’s Chocolonely. The room will be unveiled on Friday, March 20 and open for just ten days.