With its vision to achieve 100% slave-free chocolate, Belgian chocolate brand Tony’s Chocolonely has entered into its first partnership with the leading US news publication, The Washington Post.
This is a unique collaboration, as news outlets rarely partner with confectionery brands. The partnership builds on Tony’s mission to end slavery in the cocoa supply chain.
Confectionery consumers are used to seeing other types of collaborations between organisations. Yet, these are often within the sweet treat world, across food categories or perhaps fashion and beauty brands that appeal to the same target audiences and their values.
For example, in 2024, sweet treat favourites Cadbury and Biscoff have partnered to open up joint opportunities in India; leading dairy company Arla Foods has teamed up with confectionery giant Mondelēz to expand its Milka-branded chocolate sales in Germany, Poland and Austria; and sweet producer Swizzels partnered with the Alzheimer’s Society and retail chain One Stop to launch pin badges by its famed hard candy brand, Love Hearts. And that’s naming just a few of this year’s collaborations.
Teaming up with a news outlet though seems unique.
Starting conversations to spur connections over chocolate
The collaboration aims to start conversations about the cocoa industry's injustices through the ‘Conversation Starter Bundle,’ which contains Tony’s chocolate bars wrapped in limited-edition packaging designed by The Washington Post’s creative team. The bundle symbolizes the unequal distribution of wealth in the industry, represented by Tony’s signature unequal chocolate bar squares.
Drawing on the investigative spirit of a journalist, Tony’s is combining its approach to unearthing corruption in cocoa with The Washington Post’s commitment to uncovering stories that connect, inform and enlighten.
“The partnership between Tony’s Chocolonely and The Washington Post came naturally, as both brands are driven by a desire to spark meaningful conversations,” says Karin Campbell, director of brand partnerships at Tony’s Chocolonely US.
With a history of partnerships that share its values of transparency, impact, and storytelling, Tony’s collaboration with The Washington Post is
its latest collaboration to help spread this message. “Together with The Post, who are experimenting and expanding brand perceptions through partnerships, we found our sweet spot with a bundle that inspires moments of togetherness over chocolate and dialogue,” says Campbell.
Through its Conversation Starter Bundle, the brand is also aiming to offer more than a visually appealing product – or eye candy! Instead, it’s positioning the new partnership and corresponding product as an invitation to connect, share and discuss, alongside positioning Tony’s chocolate collection as a sweet treat that stands for ending exploitation in the cocoa sector.
The partnership entails a Conversations Starter Bundle. The package contains two chocolate bars: a milk caramel sea salt and a milk chocolate everything bar. The wrapping features custom designs by The Post’s in-house creative team. The flavours wrapped in the limited-edition collaboration wrappers also have a limited-edition sticker sheet in a customised gift box.
The first-of-its-kind bundle is the first brand partnership to appear on Tony’s website. To celebrate the partnership, Tony’s is doing a pop-up event outside The Washington Post offices, which features their Chocotruck and the featured designs.
Promoting collective action calls
“Unlike with previous cocoa sourcing partners like Ben & Jerry’s, The Washington Post is not focusing on sourcing Tony’s Open Chain cocoa for their products but instead has collaborated with Tony’s Chocolonely to deck out Tony’s branded chocolate in limited-edition Conversation Starter wrapping,” says Campbell.
The partnership may, however, indicate a move by confectionery companies to connect and partner with news publications and other organisations to convey the current cocoa supply chain issues and highlight efforts to change these. “Awareness is the first step towards taking action, and The Washington Post is an incredible partner in helping us raise awareness about the issues facing the cocoa industry,” says Campbell.
In 2019, The Washington Post newsroom developed a story featuring investigative reporting on child labour in the cocoa industry. “What their reporters saw children experience was heart-wrenching,” says Campbell. “Still, that piece plays an important role in Tony’s educational tool belt,” Campbell adds.
With the help of the Conversation Starter Bundle, which includes what it calls a “thought starter” on injustice in cocoa inside the limited-edition box, Tony’s aims to continue to foster meaningful dialogue around cocoa supply chain issues and how collective action can address them.
"This collaboration was designed to foster dialogue and is not connected to The Post’s newsroom, which continues to have editorial independence to report freely on any businesses it may cover. Due to our editorial standards, The Post cannot explicitly endorse any products," says a spokesperson for The Washington Post. "Due to our editorial standards, The Post cannot explicitly endorse any products," adds the spokesperson.
