UNDP and the FairChain Foundation

The Other Bar

The Challenge

The Other Bar is an experiment in Radical Equality, designed to take a bite out of poverty through the simple act of buying a chocolate bar. Working with the United Nations Development Programme and the FairChain Foundation, we needed to raise awareness of poverty amongst Ecuadorian cocoa farmers and make people think before they purchase chocolate products in the UK.

Our multi-channel campaign needed to go beyond sales of chocolate bars. It needed to demonstrate that there was a real consumer desire for transparency and social good.

We created the Radical Equality proposition, brand messaging, packaging, website and social channels, then launched the push for #radicalequality with an integrated PR, social and paid ads campaign.

The results

We helped raise awareness of Radical Equality to over 150 million consumers through PR and social media activity. Within a week, #radicalequality was trending, thanks to a fast-growing social community and international media stories in top tier publications.