Sparking Choco Fans to love Tony’s chocolate and share its story

Copywriter’s the name, building brand and mission awareness through the only Tony’s way of talking is the game. Writing about chocolate is a sweet gig but it’s not all sugar and sea salt. There’s a serious mission behind what Tony’s Chocolonely does: ending modern slavery and child labour in the chocolate industry. 

Getting chocolate fans to love Tony’s chocolate AND support the mission is no mean feat. But with sharp, tongue-in-cheek copy; content that doesn’t take itself too seriously; and concepts that make you smile *and* stop you in your tracks, I do my best. 

A day in the life of Tony’s in-house copywriter AKA me!

  • Developing 360 copy and concepts for global campaigns, product launches and impact moments – across social, ecom, CRM, PR, online editorial channels, product packaging and internal comms
  • Collaborating with channel owners on content strategy and key messaging
  • Working alongside designers to bring concepts and content ideas to life
  • Copy gatekeeper – reviewing and editing all comms to make sure it’s in line with our TOV, values and style
  • Evolving Tony’s tone of voice and developing a copy playbook to serve as a bible for all Tony’s and external creative partners

Highlights (so far) have included…

➡ Writing and concepting 360 copy for the product launch of Tony’s Chocolate Love A-Fair bars inspired by Ben & Jerry’s classic flavours – made to celebrate the activist ice cream company joining Tony’s mission

 

➡ Crafting the storyline and script for Tony’s 2021 FAIR online broadcast – unwrapping our impact from the past year and our goals for the future via interviews with global changemakers and Tony’s insiders

➡ Getting down and dirty with long(ish) form copy to unwrap the highlights of Tony’s annual FAIR report, share the lowdown on the latest cocoa prices (and the impact that’s having on cocoa farmers’ livelihoods) and muuuch more!

➡ Having a lotta fun playing with chocolate puns, incorporating Insta Story stickers and writing on-the-money Reels scripts for seasonal campaigns and always-on social content