Chasing U.S. growth, Tony’s Chocolonely focuses on a retail media and social blend

Premium chocolate brand Tony’s Chocolonely harbors grand hopes.

For the last 19 years, the Dutch chocolate-maker has grown gradually, utilizing bright packaging and an anti-exploitation narrative to establish itself as the thoughtful shopper’s chocolate of choice. It’s been active in the U.S. since 2015, and in sweet-toothed European markets such as the U.K. and Germany since 2019. 

Its CMO, former PepsiCo marketer Sadira Furlow has the task of building on recent commercial momentum while shepherding a smaller media budget than competitors such as Hershey or Cadbury’s. Her plan – which focuses on paid social activity and retail media – offers a contemporary playbook for smaller brands looking to grow rapidly in tough markets.

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The original post is at Marketing Archives – Digiday