How we amplified impact
Compass helped Tony’s Chocolonely cut through the Christmas clutter with a high-visibility launch that positioned their Milk Caramel Cookie Bar and Countdown Calendar as the season’s must-have ethical treats. By tying festive indulgence to systemic change in the cocoa industry, we drove national media coverage and consumer conversation around the power of choosing fair during the holiday season.
24 million+ National Reach
Number of people reached by Compass’ PR coverage. Compass secured coverage across trade and consumer/lifestyle publications, including news.com.au, The Age, Sydney Morning Herald, Eat.Live.Escape and Body+Soul.
75% Key Message Amplification
Independent tracking via Meltwater showed a 75% key message penetration of core messages about ethical chocolate and ending cocoa exploitation. The result shows that the campaign not only achieved significant reach but also effectively embedded Tony’s mission and values into the national conversation.
Research-Led PR Strategy
To maximise cut-through, Compass identified the need for fresh consumer insights to anchor the campaign narrative. We commissioned independent YouGov research revealing that 88% of Australians prefer ethically sourced chocolate—a compelling statistic that became the foundation of our media outreach, shaping headlines and connecting Tony’s mission directly to consumer values.
By maintaining 100% cocoa bean traceability and fostering long-term cooperative partnerships, we're setting new industry standards for fair trade practices.
Matthew Webb
Chief of Markets
Making festive treats a force for good
Compass developed a strategic PR campaign to position Tony’s Chocolonely as the go-to ethical gift for conscious consumers. By tying joy-filled stocking stuffers to the urgent issue of cocoa exploitation, we generated buzz, built awareness, and drove home the message: your chocolate choices matter.