Tony’s Chocolonely stages a live wrestling match in King’s Cross Station
There’s Fight In Every Bite
Commuters at King’s Cross Station were met with an unexpected spectacle as Tony’s Chocolonely brought its first-ever TV ad to life, with live professional wrestlers battling it out in a 16ft wrestling ring on the station concourse.
Staged throughout the day, the activation featured 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.
The stunt marks the launch of Tony’s Chocolonely’s first-ever TV campaign, using a playful and theatrical wrestling match to symbolise the brand’s ongoing mission to fight exploitation in the chocolate industry.
At the heart of the campaign are two characters: Tony’s and X-Ploitation, representing opposing forces within the cocoa industry.
Tony’s fights the good fight, while X-Ploitation embodies the darker realities when cocoa farmers are not paid a living income. The narrative highlights three of the industry’s biggest challenges: poverty, child labour, and deforestation.
The campaign was created, planned, and executed by independent creative agency, House of Oddities. This broader 360-degree campaign included a TVC commercial, social edits, print newspaper ad campaign, and experiential, designed to raise awareness among consumers who may not yet be familiar with the brand, and encourage more to join Tony’s mission for fairer pay across the cocoa supply chain.
Tony’s Chocolonely secured £500,000 worth of advertising with Sky Media through the Sky Zero Footprint Fund in 2025. The initiative offers £2 million in advertising support to brands prioritising sustainability. Tony’s Chocolonely won the Champions category, which helps established brands spark national conversations around sustainability.
Sachini Imbuldeniya, CEO of House of Oddities, said: “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.”
Nicola Matthews, UK & Ireland Head of Marketing at Tony’s Chocolonely, added: “There’s Fight in Every Bite has been incredibly well received by both our suppliers and customers. Across the entire campaign — from the launch of the TV commercial to last week’s print ads in Reach newspapers — we’ve seen a huge amount of positive feedback, and we expect this to have a strong impact on our overall brand. Today at King’s Cross has been super fun. We love sharing Tony’s message and to do so with a live wrestling match has been brilliant. People don’t have to do much to join the fight – they can simply buy a bar of Tony’s Chocolonely.”
The TV campaign was directed by Mary-Sue Masson and is currently airing on Sky until early April.
Credits
Client: Tony’s Chocolonely
Brand Manager: Georgina Savva
Head of Marketing: Nicola Matthews
Communications Lead: Megan Walters
Marketing Executive: Lauren Murray
Agency: House of Oddities
Executive Creative Directors: Sachini Imbuldeniya & Darren Smith
Executive Producer: Juan Leon
PR Director: Julia Devonshire
Senior Project Manager: Laura Bailey
Creative Director: Sarah Gerona
Creative Lead: Lucy Pennock
Art Direction & Design: Claire Cheung, Rachel Lewis
Head of Creative Operations: Lou Gordon
Production Assistant: Jordan Edwards
Videography & Photography: Mark Small
Editor: Megan Revell
Media: Mark Field
Publicist: Oliver Gelb
Event Manager: Zerrin Morris
Producer: Phin Shaughnessy
Set build: Darren Hall, Lewis York
Ring install: Chris Bevan
Sound: Ben Simmons
Location booking: Mike Pelosi
Security booker: Claudia Head
HMU: Danielle Farrington
Costume Design: Joe Parkin, Vicky Bell
Sampling team: Lois Britton, Kelland Thomas-Smith, Abraham French, Isabella DeRosa
Talent:
Tony: Reece Tanner
X-Ploitation: Ben Pumffrey
Referee: Marta Kowalska
Compere: Tom Campbell
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