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In other words: The Chocopocalypse is coming…
Embracing Tony’s Chocolonely’s playful yet powerful voice around all things choco, we created a social campaign to help raise awareness of the global cocoa crisis, which we reframed as ‘The Chocopocalypse’.
Choco Fans mean business
Tony’s has a dedicated base of brand fans, so to highlight the growing scarcity of cocoa, we gave them a tongue-in-cheek glimpse of what their beloved bars could look like in the future. We challenged them to a digital game of ‘would you rather?’, asking them to choose between three less-than-tasty fictional Tony’s products that could be in the pipeline if the business is to survive ‘The Chocapocalypse’.
The solution is right in front of us
But all is not lost…yet! Tony’s has always sourced cocoa responsibly via its Open Chain model. This means fully traceable cocoa, paying farmers a higher price long-term and investing in them and their farms. Our campaign reminded Tony’s most engaged customers about the importance of their support for Tony’s Chocolonely and its 5 Sourcing Principles, and how every bite of their favourite bars is helping to create a stronger future for cocoa farmers.
As one of the world’s leading ethical chocolate brands, Tony’s understands the power of connecting with people through heart and humour. Their sustainable food marketing approach turned a looming supply chain crisis into an interactive cause marketing campaign that fans wanted to share — spreading awareness beyond their existing customer base.
More than selling chocolate
For ethical chocolate brands, awareness campaigns aren’t just about selling bars — they’re about protecting the very supply chain that makes them possible. The cocoa crisis threatens farmers’ livelihoods, future harvests, and the sustainability of the industry as a whole.
The Chocopocalypse became a sustainable food marketing story and a cause marketing campaign example that blended humour with urgency. By engaging Tony’s passionate fanbase through playful content and bold storytelling, we reframed a complex global issue into something relatable — motivating audiences to care about cocoa’s future and the role responsible sourcing plays in protecting it.
