It might seem at odds to be selling chocolate to help end the devastation the housing emergency causes, but this is one way Shelter is tackling it.
We have been working with Shelter’s retail team to refresh an initiative that was established a few years back, hoping to raise even greater funds and highlight housing injustices.
Shelter was established in 1966 and provides advice and support to those on the brink of homelessness or anyone who is struggling with poor living conditions. The charity further offers its support by appealing to local councils and campaigning for affordable housing, as well as providing legal support and lawyers- with the target of ensuring the whole population is housed safely.
Shelter’s range of ‘Emergency Chocolate’ bars make the perfect seasonal gift or a well-deserved ethical treat for yourself. As well as being organic and Fairtrade, the proceeds from each bar helps fund vital services which could be a lifeline to help someone who is at risk of losing their home.
Maybe not what you might expect in your Christmas stocking, but that’s just the point.
The brief was to devise a clear, simple proposition that creates ‘talk value and ritual’.
The copy concept is driven by the dualism of indulgence and deprivation – and that could have sounded really heavy and unappealing, so the tone needed to come across as positively disruptive, a bit on the cheeky side and drive conversation.
Pack hierarchy is intentionally designed to grab attention from shoppers- with bold, light-hearted and relatable odes to chocolate- then a subtle switch in focus to the important, real work Shelter are doing for thousands of people in need.
Bright colours will help add flavour, positivity and shelf impact in Shelter’s 80+ shops across the UK and online.
The chocolate is supplied by Seed and Bean Organic, one of the UK’s most ethical confectionery brands (according to the Good Shopping Guide). They also happen to be one of our favourite clients!
The packaging is 100% compostable, including the inner foil- a product that looks and tastes great, is sustainably packaged, and one which helps fund a better life for those in need across the nation.
You can buy Shelter Emergency Chocolate online: shop.shelter.org.uk/collections/chocolate-bars.
“With over 80 shops and boutiques across the country, as well as our online store, we wanted to create a unique product for the festive period to help fund our work on the frontline of the housing” Richard Hudson, Senior Marketing Manager at Shelter