The Missionary exists primarily to change something in the world it sees as broken or unfair. This challenger has a single-minded focus and wears that strong sense of purpose on its sleeve. This purpose is not simply a marketing story, it is deeply rooted. The business is the mission, and the mission is the objective.
Our mission is to make 100% slave-free the norm in chocolate.
The Missionary is a brand fired up by an all-consuming desire to overturn an injustice in the world. This challenger needs to create a ground swell around a core topic, so will need to prioritise PR, partnerships with like-minded organisations/key opinion leaders, and a constant stream of content around the theme to spread their message far and wide.
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