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 cocoaTuesday 10 February 2026
Tony's Chocolonely wrestles cocoa exploitation in first-ever TV commercial, There's Fight in Every Bite'Turn on cookies to view this content. Go to Privacy options and select Accept All'.
Privacy options
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 cocoa industry's darker side when other brands fail to pay for ethical cocoa , 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.
For more information, visit: https://uk.tonyschocolonely.com/pages/fight-in-every-bite
Latest news
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
06/03/2026
Ten years after its release, South African hip-hop artist Kwesta's DaKAR II is still making waves. With 51.8 million streams on Spotify, the album continues...
06/03/2026
06 Mar 2026
VEON and JazzWorld Advance Pakistan's Digital Financial Future ...
06/03/2026
Friday 6 March 2026
Teaser revealed for Saturday Night Live UKTurn on cookies to view this content. Go to Privacy options and select Accept All'.
Privacy...
06/03/2026
Discover how the F1 sound team turned a real Grand Prix into a cinematic experience.
Director Joseph Kosinski and his team worked directly with the Formula On...
06/03/2026
Arvato Systems Joins Initiative D21 e. V.
Shaping digital transformation together
Collaboration in Germanys largest network for the digital society
Membersh...
06/03/2026
The Trustworthy Accountability Group (TAG) is a global initiative dedicated to c...
06/03/2026
We are deeply saddened to hear the very sad news of the death of our friend and colleague, John McHugh. John was an exceptionally talented creative leader who s...
06/03/2026
First exclusive look at RT 's promo as Ireland prepare to take on Czechia
Every Moment, Every Generation
https://youtu.be/2ijo96EadLU
36 years after Geor...
05/03/2026
A little over a year ago, Spotify introduced the quarterly Creator Milestone Awa...
05/03/2026
Rohde & Schwarz enables rapid validation of next-gen Wi-Fi 8 networking platform...
05/03/2026
Rohde & Schwarz acquires Software Radio Systems (SRS), specialists in software d...
05/03/2026
Celebrating 21 Years of the RT Choice Music Prize
RT Choice Music Prize
In association with IMRO and IRMA
RT Choice Music Prize Irish Album of the Year 2...
05/03/2026
Thursday 5 March 2026
Sky News secures ninth News Channel of the Year award as ...
05/03/2026
Thursday 5 March 2026
Sky Sports launches first ever nationwide creator competi...
05/03/2026
SAN JOSE, Calif. - March 5, 2026 - At the 2026 NAB Show, Harmonic (NASDAQ: HLIT)...
05/03/2026
Comscore and Yahoo DSP Partner to Advance CTV Political Advertising with Proximi...
04/03/2026
For many fans, a song's backstory can be just as compelling as the final pro...
04/03/2026
In 2006, Spotify was founded on the belief that technology could bring artists a...
04/03/2026
Spotify is back on the ground for the Houston Livestock Show and Rodeo, and we&#...
04/03/2026
Spotify had an energizing week in Sydney, Australia, filled with powerful conver...
04/03/2026
Earlier this year, we launched Directed By, a documentary-style series that pull...
04/03/2026
KT and Rohde & Schwarz to showcase AI-enhanced radio transmission performance In a joint 6G AI proof-of-concept demonstration, the CMX500 one-box tester from ...
04/03/2026
Luxembourg, 3 March 2026 - SES S.A. has today published its 2025 Annual Report, following the announcement of the company's full year financial results for ...
04/03/2026
Luxembourg, March 3, 2026 - SES, a leading space solutions company, along with I...
04/03/2026
04 Mar 2026
VEON Partners with GSMA Innovation Fund to Accelerate Digital Innov...
04/03/2026
04 Mar 2026
VEON's Beeline Uzbekistan and Rakuten Symphony Partner for Open...
04/03/2026
Wednesday 4 March 2026
Sky Sports unveils plans for 2026 Formula 1 coverage
Sky Sports is preparing for one of the most highly anticipated F1 seasons in recen...
03/03/2026
For many, finding time or headspace to pick up a book can feel out of reach, but...
03/03/2026
Rohde & Schwarz and Realtek demonstrate first test solution for Bluetooth LE Hi...
03/03/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
03/03/2026
Luxembourg, 2 March 2026 -- SES S.A. fully consolidates Intelsat from 17 July 2025 and announces financial results for the year ended 31 December 2025
FY25 Pe...
03/03/2026
RT is proud to support a rich and diverse programme of arts and cultural events taking place across Ireland throughout March 2026. This month brings a remarkab...
03/03/2026
03 Mar 2026
VEON and MeetKai Expand Collaboration to Explore Sovereign AI Infra...
03/03/2026
Tuesday 3 March 2026
Sky releases official trailer for The Miniature Wife, a Sk...
03/03/2026
Tuesday 3 March 2026
Ryan Reynolds and Rob Mac land first ever live commentary ...
03/03/2026
Tuesday 3 March 2026
The Dyers' Caravan Park reopens for a second season after a hit launch on Sky
The Dyers' Caravan Park
JPEG (510KB)
Sky books a ...
03/03/2026
Harmonic's cOS Virtualized Broadband Platform Simplifies Network Operations, Lowers Hardware Dependency and Enables Seamless DOCSIS and Fiber Growth SAN JO...
03/03/2026
Comscore to Announce Fourth Quarter and Full Year 2025 Financial ResultsRESTON, VA, March 3, 2026 Comscore, Inc. (Nasdaq: SCOR), a trusted partner for plannin...
03/03/2026
Self-taught on iMovie, Hanagami transitioned to Final Cut Pro in 2009, discovering that professional tools could give him full creative control over how his wor...
03/03/2026
RT Media Sales has announced Spry Finance has renewed it's sponsorship of M...
02/03/2026
Rohde & Schwarz demonstrates FR1-FR3 carrier aggregation, advancing 6G readiness Rohde & Schwarz and Qualcomm Technologies, Inc. have reached another pivotal ...
02/03/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, and Arqit Quantum Inc. (Nasdaq: ARQQ, A...
02/03/2026
Luxembourg, February 26, 2026 - SES and Africa Mobile Network (AMN) have expande...
02/03/2026
Monday 2 March 2026
Saturday Night Live UK announces writing team
L-R: Jonno Johnson; Charlie Skelton; Celya AB; Omar Badawy; Gr inne Maguire; Laura Claxton; ...
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 cocoaTuesday 10 February 2026
