Divine Chocolate
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Join the chocolate revolution
BRIEF:
When Divine chocolate was relaunched, they needed a strong message to back up their Fairtrade production that's 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. Urging followers to ‘join the chocolate revolution’.
OUTPUT:
OOH, Instagram, Youtube and Facebook
RESULTS:
15 news articles, 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 make it back onto the supermarket shelves and sold out in the first week.