Tony’s Chocolonely wrestles cocoa exploitation in first-ever TV commercial, ‘There’s Fight in Every Bite’
The new TV campaign is set to air on Sky from 10th February – 6th April inviting chocolate lovers, companies and retailers to join its fight against exploitation in cocoa.
Tony’s Chocolonely, the UK’s most ethical chocolate bar, is launching its first-ever TV commercial globally, across Sky channels, from 9 pm on 10th February. The campaign was planned and delivered in partnership with Sky Media to bring Tony’s purpose-led mission into living rooms across the UK.
The chocolate-challenger brand secured £500k worth of Sky Media advertising through the Sky Zero Footprint Fund, which returned for 2025 bigger, better, and greener, offering £2 million in advertising support to supercharge brands prioritising sustainability. Tony’s Chocolonely won the Champions category, designed to help established brands spark national conversations around sustainability.
Created by House of Oddities, the TV commercial introduces two wrestlers, Tony and X-Ploitation. Both battle it out in the background as two women sit on a sofa discussing exploitation in the chocolate industry while enjoying a bar of Tony’s Chocolonely’s signature milk chocolate. The wrestler X-Ploitation acts as physical representation of the , with the three biggest issues facing the industry being poverty, child labour, and deforestation. This is what Tony is fighting against – both in the wrestling ring and in the real world.
Reaching millions of viewers in premium, brand-safe environments, TV enables Tony’s to tell a complex story simply and memorably, creating shared cultural moments that drive both awareness and action.
Nicola Matthews, UK&I Head of Marketing at Tony’s Chocolonely, comments: “We’re incredibly proud of our first TV campaign and can’t wait for it to air this week. The wrestling concept is a powerful, unexpected and entertaining way to bring the issue of exploitation in the cocoa industry to life. We worked with System1 to test and optimise the creative and hope it will resonate with both existing fans and new audiences.
“Tony’s Chocolonely has been fighting exploitation in the global cocoa industry for 20 years. With our first ever TV campaign, we want to show that being part of that change has never been simpler or more delicious. Simply, by choosing Tony’s, chocolate lovers can join our fight, bar by bar, bite by bite, to end exploitation in cocoa with us.”
Fiona Ball, Group Director, Bigger Picture and Sustainability at Sky, said: “Tony’s Chocolonely is exactly the kind of brand the Sky Zero Footprint Fund exists to support – one with a bold mission, proven impact and a powerful story to tell. By using the scale, trust and cultural impact of TV, this campaign aims to inspire people to think differently about the chocolate they buy and the positive change they can be part of.”
Tony’s is made with 100% traceable cocoa sourced through Tony’s Open Chain. They pay farmers a higher price over the long-term, supporting them towards earning a living income. They also actively identify and remediate child labour cases through the Child Labour Monitoring and Remediation System, while making sure their cocoa is verified deforestation-free.
The TVC forms part of the biggest 360° campaign Tony’s have ever run spanning TV, social, digital, experiential and PR, running from now until 6th April, with TV playing a central role in amplifying the brand’s mission at a national scale.
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