What’s in a brand name? The name, Tony’s Chocolonely, suggests fun. And it’s a chocolate brand, so that fits. But Tony’s Chocolonely is an activist brand, working hard for a fair chocolate industry.

And the past, it has reached further than that. The video series, Tony’s Chocolloquium | Laying down the law with …, spotlit a number of changemakers in conversations with host Amelia Høy, actor and voice against racism. The series was built to “shake up the status quo to solve some of the world’s big issues”.

Now it has won the Champions category of the Sky Zero Footprint Fund (worth £500,000 worth of Sky Media advertising) with agency, House of Oddities. And it has launched its first-ever global TV campaign, Fight in Every Bite, to encourage retailers and chocolate lovers to support sustainable food production.

The commercial pits two ‘90s-style wrestlers, Tony and X-Ploitation, against each other in a living room – watched by two women, who lighten the commercial’s earnestness with the humour of innuendo. X-Ploitation represents the cocoa industry’s darker side – farmers not being paid enough to earn a living income, child labour and deforestation. Tony wins.