Mediaplus Netherlands is the new media agency for Tony’s Chocolonely

Mediaplus Netherlands has been selected as the new media agency for Tony’s Chocolonely. Following an international pitch, the agency won the account and will operate as a full-service media agency alongside colleagues in Belgium, the United Kingdom, and the United States for the impact-driven company committed to ending exploitation in the cocoa industry.

The collaboration focuses on increasing Tony’s Chocolonely’s market share, allowing them to accelerate their mission to eradicate exploitation in the cocoa industry. Mediaplus is dedicated to making an impact through well-considered media choices.

First campaign launch 
The first joint campaign started in February 2025 and marks the introduction of a smaller Tony’s chocolate bar, supported by a powerful multimedia campaign: My Little Tony’s.

The media plan for this campaign includes a mix of Digital Out-of-Home (DOOH) advertising on the streets and in public transport, a targeted content strategy featuring podcasts, visibility at Leidseplein through billboards, and a strong digital presence on YouTube, Meta, TikTok, and influencer collaborations.

Bibianne Roetert, Head of Marketing at Tony’s Chocolonely, states: 
"We are excited about our collaboration with Mediaplus, both internationally and locally. Their innovative approach and strong teamwork mindset make them the ideal partner to help us achieve our mission. With their expertise and dedication, we can amplify our message to a larger audience and create an even bigger impact in the fight against exploitation in the cocoa industry."

Ewoud van Zwam, Strategy Director at Mediaplus Netherlands, adds: 
"We are incredibly proud to contribute to Tony’s Chocolonely’s mission. In a world where brands increasingly take social responsibility, it is essential to create impact through thoughtful media choices. This applies not only to Tony’s but also to us as an agency. Together, we are committed to innovative and meaningful reach."

Mediaplus Netherlands is part of Serviceplan Group Netherlands. More information: www.mediaplus.nl.

About Tony’s Chocolonely

Tony’s Chocolonely is a B Corp and Fairtrade-certified impact company striving to end exploitation in cocoa—not just in their own chocolate, but in all chocolate worldwide. The company was founded in 2005 by three journalists from the Dutch television program Keuringsdienst van Waarde after they discovered that the world’s largest chocolate manufacturers were sourcing cocoa from plantations using illegal child labor and forced labor.

Since then, Tony’s Chocolonely has been committed to raising awareness about the inequalities in the chocolate industry. They lead by example by establishing direct, long-term relationships with cocoa farmers in Ghana and Côte d'Ivoire, paying them higher prices, and working with them to address the root causes of exploitation. Tony’s Chocolonely aims to inspire the entire chocolate industry to join them in making chocolate 100% exploitation-free.

The brand has grown to become one of the largest chocolate brands in the Netherlands, and their bars are now available worldwide, with offices in the Netherlands, the United States, the United Kingdom, Germany, and Austria.

Crazy about chocolate, serious about people. 
For more information, visit: https://www.tonyschocolonely.com/