Fairtrade and B Corp chocolate brand Divine has launched its first ever TV campaign this September, showcasing the many hands that go into creating its deliciously ethical products, alongside partners including design agency Wildish & Co, Trouble Maker managing media planning and PR support from Leeds agency Umpf.
The debut follows Divine’s win in a competition run by Channel 4 Sales and B Lab UK – the non-profit behind the UK B Corp movement – aiming to showcase sustainable businesses. From more than 200 applicants, Divine is one of five B Corps chosen to receive £120,000 of airtime with Channel 4.
Divine’s first-ever TV ad has already made its C4 debut, and will be rolling out across VOD and digital channels shortly.
Andy Smith, group marketing manager at Divine, said: “Our new ad showcases the very core of our ‘made to matter’ ethos here at Divine, and the Channel 4 and B Lab UK competition gives us the opportunity to share what we’re about with new audiences.
“Our mission to create delicious, Fairtrade chocolate while ending exploitation in the cocoa industry means that, while grateful for the win, we’ve needed to work with our agencies to create the ad on a shoestring. We shot in both the UK and Ghana, with real-life Divine farmers and own team appearing in the creative. We’re over the moon with the end result and can’t wait to see how it resonates with consumers.”
With every bite, Divine supports Fairtrade cocoa farmers in Ghana, empowering communities and helping create a fairer, more sustainable chocolate industry.
Divine was first established in 1998 by farmers of Kuapa Kokoo in Ghana, and from the start, the brand has empowered farmers and prioritised Fairtrade. Divine delivers wealth back to farmers through four key incomes streams:
- Farmers are guaranteed a Fairtrade price, and a Fairtrade premium for their cocoa
- Divine invests yearly in producer support and development programmes that are farmer led and developed, ensuring they address key challenges farmers face such as women’s illiteracy and unfair labour practises
- Kuapa Kokoo farmers receive a share of the distributable profits they help to create, giving them more to invest in their families, farms and communities
- Kuapa Kokoo has 40% board representation at Divine – thus they have significant influence on the strategic decisions of the business and importantly farmers aren’t invisible – they have a say in their future – a major step towards farmer empowerment in the industry, this keeps Divine accountable to their mission
The company is not only a Fairtrade leader, but also a multi-year honouree recognised as “Best for the World – Communities” by B-Corporation certifiers. Divine is also currently the highest rated Food and Drink B Corp in the UK.
