Vegan Revolution-Chocolate that speaks your heart

Leyan Zhang

Lzhan011@gold.ac.uk

Repositioning Vegan Chocolate as Ethical Expression Client: Tony’s Chocolonely This campaign aims to reposition vegan chocolate as a shared emotional and ethical experience rather than just a product. Using promotional media, we seek to open a new chapter for Tony’s by exploring the intersection of ethical consumerism, emotional connection, and plant-based choices. The primary goal is to increase sales of vegan chocolate bars—but the deeper objective is to challenge the norms of the cocoa industry. Tony’s is known for rallying against unfair cocoa supply chains; now, we extend that bold and ethical energy to our vegan range, promoting sustainable ingredients and conscious consumption. At the heart of the campaign is the idea of connection. Vegan chocolate becomes more than a treat—it becomes a symbol of care. Whether shared between friends, families, or strangers, each bar carries the message: “You’re not alone.” This campaign taps into the power of community and emotional storytelling to inspire collective action and ethical growth. In short, vegan chocolate becomes a small but powerful gesture of solidarity. Through creative media, we show how small acts—like choosing a vegan chocolate bar—can have a big emotional and ethical impact. This is our way of saying: we can do better—together.