Terry’s Chocolate Orange has not produced a major advertising campaign for more than ten years. BETC London won the competitive pitch to remedy that – and create a campaign that would reinvigorate the brand.

BETC has reinvented the chocolate that’s shaped like a ball, repositioning it as Deliciously Unsquare, (pun, no doubt, intended) and placing the chocolate in Britain’s collection of beloved eccentricities.

The campaign launched The Great British Bake Off on November 2 and will run will run in TV, VOD, DOOH and social.

Rosie Bardales, chief creative officer at BETC, commented, “Terry’s Chocolate Orange isn’t just a chocolate, it’s a part of British life. We wanted to celebrate it, along with all the other deliciously unsquare creations. It goes without saying… we had a ball.”

Albane De La Neuville, marketing manager, added, ‘We knew from the first pitch meeting that we’d seen something special: true to the product’s unique heritage, while utterly refreshing at the same time. It’s a fantastic brand, which finally has fantastic advertising once again.”

Credits:

Creative Agency: BETC London

Creatives: Nadia Doherty, Ann Moyse & Felix Heyes
CCO: Rosie Bardales
Agency Producer: Rachel Bishop
CSO: Nick Docherty
Planner: Huw Devine
Managing Partner: Andy Fraser
Account Director: Holly Wells

Production company: Private Island
Director: Chris Boyle
Producer: Helen Power
Editor: Chris Boyle
Post-production: Private Island, Time Based Arts & No. 8

Music: Monty’s Revenge composed by Alex Bradley via Wake The Town.
Audio post-production: James Everett @ No. 8

Client: Terry’s Chocolate Orange
President: Thierry Gaillard

Marketing Director: Pascale Infante
Marketing Manager: Albane De La Neuville
Senior Brand Manager: Laure Gentil
Assistant Brand Manager: Victoria MacDonald