Chuck Studios Charged with Injecting Emotion in Barry Callebaut Communications

Barry Callebaut, the leading manufacturer of high-quality chocolate and cocoa products, has engaged Chuck Studios to inject more emotion and experience in the way it expresses itself. Chuck Studios, the world’s first and only global food advertising specialist, has commenced the work by producing several collaterals to be used in- and externally.

Barry Callebaut’s Dutch CEO Peter Boone, who has been with the company since 2012 who has been in charge of the Suisse behemoth since September of this year and has a background in consumer marketing, is keen to shift from speaking about the business in functional and metric terms to more emotional ways. 

"Previously the ratio of kilotons of cocoa dominated the way we qualify our business in our communications," Bas Smit, global vice president marketing for Barry Callebaut, said. "The goal is to create a language that doesn’t position us as a supplier but as a chocolatier serving pleasure, joy, indulgence and happiness across the world. Chuck Studios’ first deliverable gives goosebumps - exactly what we wanted to achieve."

Chuck Studios co-founder Olaf van Gerwen said: "As an image maker there isn’t a more rewarding product than chocolate. It has it all, it’s versatile and it triggers all the senses. To work for the industry leader with a mandate to position chocolate as a pleasure bringer made me feel like Charlie in the chocolate factory - this client is our golden ticket, so to speak."

Chuck Studios is headquartered in Amsterdam with branches in Los Angeles, Moscow and London and was founded in 2011 by managing director, Ellen Gaedtgens and global creative director, Olaf van Gerwen. The studio works with companies such as PepsiCo, McDonald’s, Unilever and Heinz. Besides creating highly awarded food films, they have been expanding their strategic offering since 2019 - developing Culinary Identities for marquee Dutch and several international brands.