Tony’s Chocolonely bars are delicious but their thickness makes them difficult to break. To poke fun at the notoriously chunky bars and help motivate the nation to snap off a piece, Tony’s Chocolonely has enlisted Adebayo ‘The Beast’ Akinfenwa as its first official ‘Bar Breaker’.

Born from the insight that 26% of Brits have previously had trouble breaking into a chocolate bar, with more than one in ten (12%) admitting they have not eaten a chocolate bar because they weren’t able to break it, the humorous campaign hopes to motivate the nation to strengthen their thumbs. Known as ‘the world’s strongest footballer’, Adebayo Akinfenwa is fronting the campaign to flex his finger muscles and help people master the art of breaking the bar.

The campaign is made up of motivational chocolate breaking content with Adebayo ‘The Beast’ Akinfenwa available on Tony’s Chocolonely’s YouTube and on social media.

As part of the campaign, Tony’s conducted research amongst its community of ‘Serious Friends’. Over 4,600 respondents confessed to wacky breaking moments and shared what weird and wonderful tools they have used to break into the chunky bars.

From hammers to cows or friends’ and partners’ heads, the research uncovered that people have gone so far as using samurai swords, meat tenderisers, dumbbells and knitting needles to get a piece of chocolate.

The tongue-in-cheek campaign aims to bring to life that Tony’s bars aren’t a snack. You don’t just eat one; you earn it,” as shared by one of Tony's Chocolonely’s Serious Friends.

“Over the years, our Serious Friends have shared all kinds of inventive ways they’ve cracked into their favourite Tony’s bars. So now, we’re teaming up with ‘The World’s Strongest Footballer’, aka The Beast, as our first official Bar Breaker. He’s here to help chocolate lovers break into their bars with ease, and join our mission for fairer chocolate, one tasty chunk at a time,” explains Nicola Matthews, Head of Marketing UK&I at Tony’s Chocolonely.

The campaign feeds into Tony’s Chocolonely’s overarching vision to end exploitation in the cocoa industry. 

With Tony’s signature tone of voice and a sprinkle of humour, the campaign brings to life the lengths people will go to get a piece of chocolate.