Leagas Delaney’s Firetree chocolate launches in US with “no bitterness” pitch to fractious Congress

The UK’s Spectator political weekly is launching its first USA print edition and Firetree chocolate, the upscale ‘volcanic” brand developed with agency Leagas Delaney, is making its US debut therein.

Leagas Delaney’s first creative plays on the current toxic atmosphere of politics (on both sides of the Atlantic) offering “no bitterness.” Spectator USA will be sent to all 535 members of Congress as part of a print run of 5,000 copies. Media is by Mercury Communications.

Leagas Delaney chairman Tim Delaney says: “Firetree had a unique chance to get off the boat and arrive in the US with a bang – launching in the US in a high quality magazine that will be seen by Members of Congress and calling for no bitterness, standing out with a playful jibe at the state of Congress that also highlights the quality of Firetree’s product range in just two words.”

Firetree MD David Zulman says: “The cacao beans used to make our chocolate are grown in a group of volcanic islands in the Pacific, called “the ring of fire” – also an apt term for the Capitol Building these days. We’re grateful to Leagas Delaney and Mercury Communications for creating this opportunity to craft a fun, memorable, standout launch ad and appear within a publication as world class as The Spectator.”

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