Marketing

Tony’s Chocolonely hides free Glastonbury tickets in limited bars for Oxfam cause

By Anthony Myers

- Last updated on GMT

Glastonbury special: The limited-edition chocolate bars from Tony's Chocolonely. Pic: Tony's Chocolonely
Glastonbury special: The limited-edition chocolate bars from Tony's Chocolonely. Pic: Tony's Chocolonely

Related tags Cocoa Chocolate Sustainability Tony's Chocolonely

Ethical chocolate brand Tony’s Chocolonely has announced a partnership with the UK’s Glastonbury music festival to release limited-edition bars that will raise money for poverty-fighting charity Oxfam.

The partnership sees the launch of new limited-edition Glastonbury X Tony's Chocolonely bars in the best-selling milk caramel sea salt flavour. The bars will be on sale exclusively at Oxfam stores and the Oxfam Online Shop from this week, while stocks last. All profits from bars sold will fund Oxfam's work fighting poverty and inequality.

Five of the limited-edition bars will also contain what the company calls a ‘money-can’t-buy prize’ - a pair of highly sought-after tickets to Glastonbury Festival 2023. Fans lucky enough to find the Choco Coupons will be able to redeem them for Glastonbury festival tickets  and see artists including Elton John, Arctic Monkeys, Guns N’ Roses, and Lizzo (plus thousands more performers across 100 stages) live.

Nicola Matthews, UKI Head of Marketing at Tony’s Chocolonely said: “There is a huge amount of synergy between these three organisations. Tony’s Chocolonely and Oxfam are united in the mission to eradicate the injustice of poverty – the root cause of child labour and modern slavery in the cocoa industry. And Glastonbury Festival is widely regarded as the most sustainable festival in the world due to its passion for protecting the environment on Worthy Farm and beyond. The festival also gives millions of pounds to its supported charities each year. It is incredibly exciting that Oxfam and Glastonbury are willing to support this partnership and amplify our mission with their shoppers and audiences​.”

According to Tony’s Chocolonely, there are still 30,000 cases of modern slavery and 1.56 million cases of child labour present in the chocolate industry in Ghana and Cote d’ Ivoire today. It claims the root cause of illegal labour in the cocoa industry is poverty – and it is the brand’s mission to lead by example and show the world that chocolate can be made differently: in taste, packaging and most importantly in the way we treat cocoa farmers.

To ensure lasting change, we must work together with those bringing us closer to making our mission a reality and both Oxfam and Glastonbury are the perfect partners​,” it said.

Lorna Fallon, Oxfam's Trading Director, said: "We're so excited to partner with Tony's Chocolonely and Glastonbury on this prize giveaway exclusively for our customers. It's wonderful to have the support of such switched-on organisations. Tony's chocolate bars are hugely popular in our shops, because the chocolate is so delicious. And as a long-standing partner and huge fan of Glastonbury this is a lovely opportunity to bring our shoppers a chance to go to the Festival this year. These super special chocolate bars could be anywhere across our shop network and the Oxfam Online Shop .The race is now on if you're searching for a Choco Coupon!"

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