Chocomel kicks off £5m promotional campaign with TV advert

Chocomel has launched a six-month promotional activity campaign, starting with a hero TV advert designed to raise brand awareness and increase penetration under the banner: ‘When Life Gives You Chocomel’.

Part of a £5m media investment, the advert is set to reach 86% of UK adults via TV, cinema, VOD and other digital platforms. The creative shows a range of scenarios – from lunchbreak on a building site to an inventive way to use a leaf blower- that are elevated beyond the everyday.

The ad includes fun Easter eggs for viewers, such as cameos from darts legend Raymond van Barneveld, ‘Hide the Pain Harold’, and voiceover talent Darren Harriott, renowned for presenting Love Island: Aftersun, ensuring appeal to millennial and Gen Z shoppers.

Within retail, the advert will be supported with FOS shippers, in-store POS, in-depot takeovers and an in-depot competition to enable retailers to win £8,000 towards a holiday, plus runners up prizes including an iPad and a year’s free stock.

UK brand manager for Chocomel Jake Rylands said: “Deliciously indulgent Chocomel has gone from strength to strength since launching in the UK back in 2019. It is now a £10.3m brand, growing 30% YOY. Our ATL marketing spend in 2023 and 2024 combined has seen us invest over £15m in the category.

“The creative champions spontaneity and fun, building association with the Chocomel brand personality and creating cut through with consumers with a high visibility and long lasting 360 ATL campaign. We’ll reach 22m shoppers from this latest wave of activity alone. ‘When Life Gives You Chocomel’, is all about celebrating individuality, the core of what Chocomel is about!”