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For the first time ever, Tony’s is officially on UK TV, and we’re entering the ring with our biggest showdown yet: Tony vs. X-ploitation.

But this moment isn’t really about us. It’s about shining a brighter, louder spotlight on a problem that’s been hiding in the cocoa industry for decades – exploitation of people and planet. We’ve been wrestling exploitation in cocoa for over 20 years and now it’s your turn. We’re entering your living rooms with our over-the-top ad that has a simple message.. joining our fight is as easy as taking a bite of damn tasty Tony’s chocolate. Are you in?

In the red corner: Tony, the colourful, chunky do‑gooder with a sweet left hook. In the blue corner: X-ploitation, the sneaky, slippery opponent that’s been hiding in the cocoa supply chain for far too long. They turn an ordinary living room into a full 90s‑style wrestling ring.. But in the battle to end exploitation in cocoa, who will win?

How did we get here?

Backed by Sky, ready to rumble

We didn’t just elbow‑drop our way onto your screens by accident. We’re here thanks to the Sky Zero Footprint Fund — the true tag‑team partner in our corner.
As a Champions category winner, we landed £500k of Sky TV advertising.. a heavyweight boost that catapulted our mission onto TVs across the nation, reaching chocolate lovers who might not know Tony’s yet or know what’s really happening behind the scenes of the chocolate industry.
Sky backs brands that use creativity to spark real conversations around sustainability. They're not just funding our first TV ad, they're fuelling our movement for change.

This is the easiest part.. the cocoa in Tony's Chocolonely chocolate is sourced according to Tony's 5 sourcing principles - our sweet solution to exploitation in cocoa. That means its deforestation free and making real progress in tackling cocoa farmer poverty and child labour. Our damn tasty chocolate packs a serious punch so joining our fight is as easy as taking a bite.

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