Cacao farmers only get 3% of the retail value of the cocoa used to make the chocolate sold in shops. This leads to the majority not earning a living income so they resort to unsustainable farming practices that damage the environment.
The United Nations Development Programme backed an experiment to create a chocolate bar that would become a blueprint for how to tackle poverty. A game changer that proves to multinationals and governments that there is consumer demand for a fairer way.
Make Honey was tasked to bring the cacao concept to consumers’ mouths, build buzz around the bar’s launch and bring news of the farmers’ struggles to a wider audience.
The campaign aimed to reach a million minds and challenge consumer awareness about the human cost of cacao.
Honey 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.
In a world desperately in need of new business models, The Other Bar is a catalyst for change. Inside every pack is a QR-code token that, when scanned, is equivalent to a quarter of a cocoa-producing tree. For every four bars bought, a farmer can grow a new tree, earn more and feed his family, thanks to a fairer system.
There’s a twist, chocolate lovers don’t have to spend the token on a tree, they could use it to get 25p off their next purchase. It’s their choice. If more chocolate is purchased, the farmer benefits, if the token is donated, the farmer benefits – that’s Radical Equality in action.
The Other Bar ensures farmers are paid prices that meet real income needs – and they receive it faster.
Within a week #radicalequality was trending because of a fast-growing social community and international media stories including The Washington Post, BBC, CNN, The Guardian and the Sunday Times, plus a raft of environmental, third sector and B-corp media.
Dozens of influencers (KOLs) queued up to take part without charging a fee, so they could get their hands on limited-edition packs and share the #radicalequality message.
A modest target of 20,000 packs were sold online, but more valuable were a plethora of learnings for the UNDP regarding consumer behaviour and demand for a fairer way of doing business with producers everywhere.
The Other Bar campaign proved that a combination of social-led activity, smart messaging, technology and providing consumers with an ethical choice can tackle poverty.