Purdys Chocolatier Issues a Very Canadian Apology
Purdys Chocolatier has leaned heavily into their Canadian roots and issued a public apology for making delicious, high-quality chocolate that makes other chocolate taste underwhelming in comparison.
In the spot, a stylised version of Purdy's chocolate-making process is shown. As a chocolatier carefully works, melting chocolate and crafting it into a beautiful selection, a VO apologises for making chocolate so good that no other chocolate can compete. This work highlights the brand’s long-standing status as a premium Canadian indulgence and showcases the chocolatier’s commitment to quality and indulgence.
An unapologetically apologetic focus on authenticity and sensory detail:
- Real Experts: The campaign took inspiration from actual Purdys chocolatiers, Noah and Palwinder, who used their technical, engineering-based knowledge to inform the quality chocolate-making process shown in the ads—emphasising the care and craft happening daily in Purdy's chocolate factory.
- New Visual Language: This marks the first time Purdys has used macro, 'mouthwatering' food shots to create a highly sensory visual experience—showcasing confidence in their products like the iconic Hedgehogs and Sweet Georgia Browns.
- Confidence in Quality: 'Purdys Chocolatier has been proudly made in Canada since 1907. They use Fair Trade chocolate (sustainable cocoa), and their reviews consistently highlight their premium quality and taste as being above any other chocolate.
The unabashedly apologetic tone was used to feel inherently Canadian, a playful nod to the brand’s heritage as Canada’s chocolatier.
The creative will be live on TV, YouTube, OLV, and Paid Social (Instagram, Facebook, TikTok).
Rethink led the campaign’s creative and strategy. Rethink’s PR division, Rethink PR, led the PR and influencer relations for the chocolatier’s Christmas Collection.
