To bring to life the brand’s ongoing fight against exploitation in the chocolate industry, Tony’s Chocolonely staged a live wrestling match at King’s Cross Station.

Commuters were treated to a live spectacle with professional wrestlers battling one another in a 16ft wrestling ring on the station concourse.

The activation, created with the help of House of Oddities, brings to life Tony’s Chocolonely's first-ever TV ad, ‘There’s Fight In Every Bite’. The idea brings to life the brand’s values using wrestling to symbolise the ongoing fight against exploitation in the chocolate industry.

The live wrestling matches featured the two campaign characters that represent the brand and its opposition: Tony’s and X-Ploitation. The two went head-to-head in a battle that represents the challenges of the industry, with X-Ploitation embodying poverty, child labour, and deforestation and Tony’s fighting the good fight.

The playful event took place over one day at King’s Cross Station and was made up of four high-energy matches complete with a live referee and compere, photo opportunities with the wrestling stars, interactive games, and plenty of Tony’s chocolate sampling for passers-by.

“We wanted to bring our TV ad into the real world – and make sure it was impossible to ignore. Enter: a 16ft live wrestling ring. With real wrestlers bringing the action, we dialled up the grit, energy and authenticity, delivering Tony’s Chocolonely’s message with a bang (and maybe a suplex), plus a moment of genuine surprise, joy and free chocolate for commuters along the way,” says Sachini Imbuldeniya, CEO of House of Oddities.

The activation is a part of the wider ‘There’s Fight In Every Bite’ campaign and was designed to raise awareness among consumers who may not yet be familiar with the brand. 

Stopping commuters in their tracks, the playful activation successfully brought to life Tony’s ethos with flair and theatrics.