United Nations Development Programme 

The Other Bar Launch

Helping Ecuadorian farmers get a fairer deal

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.

Challenge

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.

Solution

The Other Bar, a chocolate bar that challenges consumers to take a bite out of poverty, was conceived by the FairChain Foundation and brought to market by Make Honey.

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.

Results

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.