Divine Chocolate: the heavenly effects of first-time TV

Key Points

• Existing in a highly competitive category, Divine Chocolate had pushed more sustainable practices on the industry, but wanted to show that a purpose-led TV campaign can deliver measurable brand and sales growth.
• They won a share of £600,000 of airtime across Linear and Channel 4 Streaming as part of the Channel 4 and B Labs UK advertising initiative which meant they could launch on TV for the first time.
• Customers exposed were 50% more likely to consider the brand. There was a 23% uplift in exposed regions, which was 5 times higher in terms of sales than non-exposed regions.

The Challenge

As a B Corp business, Divine spotted that Channel 4, in partnership with B Labs UK, the company behind the B Corp certification, had launched an advertising initiative to get B Corp businesses onto TV for the first time.

The initiative meant that five B Corp brands could win a share of £600,000 of free airtime across Channel 4 linear channels and Channel 4 Streaming, allowing them to launch on TV for the first time.

Divine pitched for and won one of the places on the initiative. This would allow the purpose-led brand to test TV for the first time. They opted to advertise at a regional level, so that they were able to isolate the impact of the campaign.

The TV Solution

As a B Corp business, Ancient + Brave spotted that B Labs, the business behind the B Corp certification, had partnered with Channel 4 to launch an advertising initiative designed to help purpose-led businesses grow. Along with 4 other B Corp businesses, Ancient + Brave won a share of £600,000 of airtime across Channel 4 channels and Channel 4 Streaming. This meant they were able to reach an engaged audience at scale, to drive awareness, consideration and long term brand growth.

The Plan

Armed with a TV ad from creative agency Wildish & Co, Divine made their debut on TV, along with the other 4 winners of the initiative, in a bespoke co-branded Channel 4 and B Labs break takeover in Taskmaster on 25^th September, reaching 1.6 million people.

After the break takeover launch, the brand moved to a campaign across Channel 4 Streaming, targeting an upmarket, values-driven audience. To ensure Divine could see a measurable outcome from the campaign, they took the approach of advertising only in the South of England, with audiences outside the region acting as a control group. The campaign showed up in some of the biggest hitters across the period on Channel 4 Streaming like Gogglebox, Married at First Sight and Celebs Go Dating.

Results

Divine's first-ever TV campaign delivered some heavenly results for the business. Isolating the effect to the South of England, Divine saw customers who were exposed to the campaign being 50% more likely to consider the brand. This in turn led to a 23% uplift in sales in the exposed region. which was 5 times higher when compared to the non-exposed regions.

Databank

Sector: FMCG

Brand: Divine Chocolate

Campaign objectives: Grow sales, build awareness

Target Audience: Upmarket adults

Budget: Gifted airtime

Campaign Dates: September- October 2025

TV Usage: 30” Spot

Creative Agency: Wildish & Co

Media Agency: Client direct