Instead of a conventional fundraising campaign, we invented a revolutionary promotion tool: "The Good Chocolate". A medium that doesn’t just ask people to donate, but directly plants new trees itself.

„The Good Chocolate“ is the very first non-profit product in its category. It is made possible by manufacturers and retailers who donate all their profits for our client’s cause: From the Swiss chocolate producer to logistics partners and major supermarket chains in Germany.

20% of the profits made with every bar directly go to Plant-for-the-Planet for new trees – and the rest of the money goes to other projects that support sustainability. The design of the chocolate with its differently sized pieces shows at first glance, what percentage of the sales price goes to which project. Including fairtrade wages for cocoa farmers, carbon neutral production and logistics, using milk from local farmers and funding climate academies.

A launch campaign across various supporting media with the help of influencers and celebrities showed everyone how easy it can be to make the world a better place: simply by eating our delicious chocolate.

The rollout of „The Good Chocolate“ was the most successful launch of a fairtrade chocolate ever in the German market.

So far, 10 million bars have been sold. That means planting 2 million new trees in addition to donations through conventional channels, reaching millions of people and educating them about the topic – and doing many more good things, piece by piece.

All with a very limited advertising budget, and realised exclusively with the help of partners on all levels who supported the campaign for free to bring „The Good Chocolate“ to the market.