The Washington Post x Tony's Chocolonely

Design director: Tova Diamond
Copy director: Sheila Hayes
Designer: Camille Rapay
Partnerships Lead: Valerie Ammirati

In 2024, The Washington Post partnered with Tony's Chocolonely to grow affinity and awareness for The Post's brand, particularly with younger, untapped audiences. The collaboration also offered some respite amid intense, seemingly nonstop coverage of the 2024 presidential election.

The partnership produced The Conversation Starter Bundle, a thoughtfully conceived package featuring two iconic Tony's Chocolonely bars (milk chocolate caramel sea salt and milk everything) in custom-designed wrappers and a sticker sheet, complete with a limited edition gift box.

I led copy for all deliverables, including on the wrappers, gift box, product site and social, digital and print ads.

The messaging on the outside of the box featured a double entendre: "Open up" in conversation as well as the box of chocolate. The inside of the box flap offered conversation prompts along with some context around the partnership.

The two chocolate bars represented two halves of the concept. The first bar, "Food for Thought" was a play on the common phrase, while the second bar highlighted The Post's diverse coverage areas as potential topics of conversation.

At right: The Conversation Starter Bundle product page on the Tony's Chocolonely website. I collaborated with stakeholders from Tony's to write the product description.

Above: At launch, the Tony's Chocolonely website homepage featured the Conversation Starter Bundle.

Below: These print ads promoting the two-bar bundle appeared in the Food section of The Washington Post print edition.