Chocolate usually means a quiet night in: feet up, telly on, and sofa crumbs you’ll absolutely pretend you didn’t notice.

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But what if, halfway through a bite, a pair of fully-oiled, big-haired, 90s-era wrestlers burst into your living room and started suplexing each other over the future of the cocoa industry?

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That’s the starting bell for There’s Fight in Every Bite, Tony’s Chocolonely’s first-ever global TV campaign, and part of their biggest campaign to date. A joyful, chaotic, and slightly bonkers invitation for chocolate lovers everywhere to join the fight against exploitation in cocoa… one bar at a time.

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At the heart of the campaign is a 30-second TV spot airing across Sky channels from 9pm on 10th February. Two women. One sofa. One bar of Tony’s classic milk chocolate. As they take a bite, the room fills with the sounds of body slams, flying elbows and pure, theatrical chaos. Enter Tony’s Chocolonely versus X-Ploitation – a literal wrestling match between good chocolate and the dark realities of the cocoa industry, where poverty, child labour and deforestation still run rampant when farmers aren’t paid a living income.

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It ain’t exactly subtle… but memorable? Absolutely.

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We wanted to prove that purpose-led advertising doesn’t have to whisper earnestly or point solemnly at a graph. It can be loud, ridiculous and genuinely entertaining – while still landing a punch (ahem). Every Tony’s bar is delicious, yes. But it’s also doing battle with a broken system. And just like Tony’s bars, that’s a fight worth getting your teeth into.

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The campaign marks Tony’s first time stepping into the national TV ring, made possible through a partnership with Sky Media and the Sky Zero Footprint Fund. After we helped Tony’s to win the Champions category, we secured £500k worth of advertising to help bring their mission into living rooms across the UK. TV gave us the scale to turn a complex supply-chain issue into a shared cultural moment – one that doesn’t ask people to study, just to notice, enjoy, and maybe choose differently next time they’re in the chocolate aisle.

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Working with production partners Common People Studios and director Mary-Sue Masson, we leaned hard into the surreal. Wrestling tropes. Exaggeration. A touch of chaos. Because if you’re going to talk about exploitation, you might as well do it with a flying bodyslam. Tony’s also worked with System1 to test and optimise the creative and hope it will resonate with both existing fans and new audiences. 

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But this was never just about a TV ad. There’s Fight in Every Bite is a fully integrated, 360° campaign spanning TV, paid social, earned media, experiential, digital and PR – rolling out from February through early April. TV lights the fuse, but the fight continues well beyond the living room.

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Behind the madness sits something very real. Tony’s works with 100% traceable cocoa through Tony’s Open Chain, pays farmers higher long-term prices to support living incomes, actively identifies and remediates child labour, and ensures cocoa is deforestation-free. The mission is serious. The tone doesn’t have to be.

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For us, this campaign is what happens when brave clients back weird ideas with teeth. When entertainment and ethics stop being treated as opposites. And when you trust that people don’t need to be lectured to care – they just need a reason to look up.

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So yes, it’s chocolate. Yes, it’s wrestling. And yes, there really is fight in every bite. 

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Let’s get ready to rumble!

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