Divine Chocolate – Fighting Exploitation

BRIEF:
When Divine Chocolate was relaunched, it needed a strong message to support its Fairtrade production, which is co-owned by farmers.

IDEA:
We homed in on the heart of the problem, ‘EXPLOITATION’. We offered Divine as a way of fighting exploitation. Based on the facts, we filled their social feed with videos and posts to show exploitation being smashed in as many creative ways as possible and urging followers to ‘join the chocolate revolution’. 

OUTPUT:
OOH, Instagram, Youtube and Facebook

RESULTS:
15 news articles, a 5% increase in market share, two million views of the assets, hundreds of thousands of positive comments and thousands of happy cocoa farmers in Ghana. The millions of likes, comments, and buzz created by our campaign allowed Divine to return to the supermarket shelves and sell out in the first week.