People across the UK are being asked to nominate the sweetest person they know, with the winner set to receive a once-in-a-lifetime chocolate sleepover in Amsterdam.
The prize is a stay in a chocolate-drenched suite at The Social Hub Amsterdam, where guests cannot book or pay for a room but must instead be nominated as the world’s sweetest person.
The experience has been created by two leading B Corp brands driven by a desire to do good and create a fairer, more inclusive world: impact hospitality brand The Social Hub and ethical chocolate maker Tony’s Chocolonely.
Tony’s Chocolonely wants to end exploitation in cocoa and has launched countless chocolate bars and flavours, but this is a first: now partnering with community-focused hospitality pioneer The Social Hub to create a one-of-a-kind chocolate-drenched suite featuring three chocolatey rooms and
To stay at the new chocolate-drenched pop-up
Trix van der Vleuten, chief marketing officer at The Social Hub, said the idea was inspired by a belief that kindness deserves to be celebrated.
“The world feels increasingly divided,” she said. “We’re more digitally connected than ever, yet loneliness is rising. We wanted to come together with Tony’s to showcase that sweetness — simple, human kindness — matters more than ever, and that people can enjoy our products while positively impacting
“Doing good makes you feel good. So does eating chocolate that’s produced fairly, and so does spending time in a one-of-a-kind choco hotel room with someone else. Like Tony’s chocolate bars, this room is designed to be shared. We can’t wait to reveal it, as there’s truly never been anything else like this before.”
How it works: the kindness contest
People in the UK, the Netherlands and Germany can make nominations on The Social Hub’s Instagram channel, as well as Tony’s, from Thursday, March 5, with the contest closing a week later on Thursday, March 12. A winner from each country will be selected by a panel from The Social Hub and Tony’s Chocolonely. The
Fans in Amsterdam will also be able to experience this
What to expect
Inside the three-room suite, guests will find chocolate and messages of connection, kindness and
Guests will also leave with a shareable two-piece bar of chocolate, created especially for the occasion: one to keep and one they are asked to give away. The limited-edition flavour — available only in The Social Hub Amsterdam City pop-up — is inspired by connectivity: two layers of creamy white and milk chocolate with caramel and sea salt, an upgraded version of the Tony’s all-time favourite bar.
A wake up call
Amid the indulgence, guests will also receive what organisers describe as a literal morning hotel “wake-up call”, reminding them that disconnection and exploitation still exists across the West African cocoa supply chain. Tony’s is trying to break that disconnection, by working directly with 40,000 cocoa farmers and their families, paying them a higher long-term price to help them
Sadira E. Furlow, chief of global brand & communications at Tony’s Chocolonely, added: “As an impact brand that makes chocolate we’re trying to end exploitation in cocoa, by showing chocolate can be made very differently. In taste and how we work with cocoa farmers. By launching the world’s sweetest hotel room at The Social Hub, we want to invite fans to indulge in our chocolate, connect with each other and celebrate the people who truly care about the impact their actions have on others.”
Today, to launch the search, ‘Missing: the world’s sweetest person’ posters will appear across
Nominate the person you believe to be the world’s sweetest via Instagram and just maybe they could win the world’s sweetest sleepover.
