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Tony's Chocolonely- Easter Campaign
Project Type
Seasonal campaign plan and content creation
Date
April 2023
Role
Design & Branding: Created a Van Gogh-inspired limited-edition packaging for the campaign, using art and storytelling to reinforce Tony’s ethical mission.
Incentivised Engagement: Introduced eight hidden Easter egg designs inside chocolate bars; winners would receive a trip to Amsterdam (Tony’s home city) and a Van Gogh Museum visit, reinforcing the brand’s heritage.
Interactive Retail Activation: Proposed a Selfridges pop-up store (London, Birmingham, Manchester) featuring customisable chocolates, personalised wrappers, and an Easter Egg sticker trail to attract foot traffic.
Social Media & Influencer Strategy: Developed a digital campaign (#EggstraStarryBite) leveraging influencer Instagram takeovers to boost engagement, alongside a hidden website code redemption competition for increased site traffic.
Outcome
I achieved a 2:1 in this university project. A data-driven, consumer-focused campaign designed to drive sales, enhance brand storytelling, and reinforce Tony’s mission against child labor in the cocoa industry, while leveraging seasonal demand and experiential marketing to break into the UK market.
Skills
Campaign planning and strategy, industry research, competitor analysis, creative concept development, graphic design, brand alignment, presentation design and pitching, written and verbal communication.
For this group project, I developed a comprehensive campaign plan using the SOSTAC framework to help Tony’s Chocolonely break further into the UK market during the Easter season. The campaign aimed to raise awareness of exploitation in the cocoa industry while capitalising on the high demand for chocolate at Easter.
