Thorntons Turns Up Texture in Layer-Loving Comeback

​Mr President has unveiled the second iteration of its Thorntons’ ‘Uniquely Thorntons’ campaign, a bold continuation of the British brand’s journey to modernise and elevate its premium chocolate offering.

Building on last year’s success, the refreshed work reaffirms Thorntons’ commitment to craftsmanship, variety, and the distinctive character that sets the brand apart. Rolling out across the UK, the campaign is led by OOH and DOOH, and, for the first time, expands into audio with a new radio component, signalling an exciting evolution in Thorntons’ media approach.

The creative is designed to showcase the uniqueness of the product by amplifying the taste cues, with chocolate that drizzles, caramel that oozes, and crunchy nut sprinklings that fall in slow, irresistible cascades. In radio, textured sound design mirrors the visuals, from a tasty crunch to a delicate dusting, creating a cohesive multi-sensory experience that you can see and hear.

At the heart of ‘Uniquely Thorntons’ is the layering within the chocolates. Each execution reveals a precise cross-section that showcases the layers that make Thorntons different: a variety of milk, white, and dark chocolate, decorations, and complex interiors (sometimes multiple in a single chocolate). Showing only the exterior would undersell the craftsmanship - the layering celebrates it, proving exactly why Thorntons stands out in the boxed chocolate aisle.

Every placement crowns one hero chocolate, large, loud, and proud. The campaign runs a rotation of executions to dramatise the choice inside a box of Thorntons. From classic favourites to modern signatures, each hero treatment becomes a piece of product iconography, set against distinctive turquoise and cream backdrops that mirror the brand’s newly refreshed packaging.

“The Uniquely Thorntons campaign elevates our taste appeal to a new level. This new, integrated mix of OOH and audio creates a seamless visual and auditory experience, inviting consumers to immerse themselves in the distinctive Thorntons taste journey,” said Jackie Cheng, senior brand manager at Thorntons.

“Uniquely Thorntons is about elevating what makes these chocolates special, their layers, textures, and the care that goes into every piece,” said Dan Ball, associate creative director at Mr President. “We wanted to make the craft impossible to miss, on the street and in your ears.”

In a world where consumers are choosing premium treats that deliver sensorial satisfaction and a sense of discovery, this campaign shows, not tells, why Thorntons is the standout choice - making the brand the most irresistible box on the shelf.