Made to Be Enjoyed, Not Endured

Bournville, the chocolate not the town, was created in 1908 as a simple, straightforward dark chocolate made to be enjoyed. Since then, the category has gained a reputation for being pretentious, dominated by aficionados debating provenance and cocoa percentages. The campaign film follows an escalating game of one-upmanship between two connoisseurs, while a Bournville fan quietly enjoys their bar. It repositions Bournville as the antidote to pretension, just dark chocolate made to be enjoyed, not endured.