Trapa Chocolates was an old-fashioned Spanish brand, so stuck in the past that their buyers were getting older (+65 women). It was being removed from supermarkets after competing without success against multinational companies (Ferrero, Nestlé…). The brand was so damaged, it was recently sold to a new owner.

92% of the Spanish consumers are worried about the palm oil presence in food: they consider it harmful to health. But they didn’t know it caused deforestation, putting the orangutans in danger of extinction.

We decided:

1.- to renew the whole production chain in order to be more sustainable

2.- to remove palm oil and raise awareness about the ingredient consequences

3.- this was told with this -apparently- simple page, that was in fact a total game-changer for the category, the business, and the environmental awareness.

WATCH THE CASEFILM and how this Spanish ad saved a piece of a rainforest in Borneo.

Due to the production of palm oil, the rainforest where this photo was taken could disappear in a matter of months. If this is the case, we will immediately come back to take another photo and make its destruction public. We at Trapa do not want to contribute to deforestation. As such, we have removed palm oil from all of our products.

How did a Spanish Chocolate ad save a piece of a Borneo rainforest?

An apparently normal press print was in fact a public challenge to the main chocolate brands (Ferrero, Nestlé,…) and the palm lobby.

What looked like an innocent press print was in fact a document that marked the geolocation of a rainforest that was about to be deforested in a matter of weeks in Borneo. With this simple page we were warning we would denounce its deforestation, coming back to take a new photo in the same spot, as soon as it were destroyed.

We knew it was an innovative and simple way to make chocolate multinationals nervous, uncover the hidden interests behind palm oil, and to create a national debate about deforestation. What we didn’t know is how their ridiculous way to react would save this piece of land. (WATCH CASEFILM)