The Brooklyn Brothers secures upmarket grocery listing for self-made organic chocolate

By Seb Joseph | News editor

April 9, 2015 | 3 min read

Lovers of high-end chocolate can purchase organic bars of Fat Pig, the latest self-made product from agency The Brooklyn Brothers, at upmarket grocer Dean & DeLuca.

The 100 per cent organic milk chocolate bars can be snapped up now from the shelves of the US retailer. Weighing a hefty 2.8 ounces, the chocolate is made with 33 per cent cocoa and is marketed as being “bad for you, but in a good way”.

The listing marks a milestone in Fat Pig’s lifecycle, from its humble beginnings in 2008 as a side project to the agency’s day-to-day work for clients such as Jaguar Land Rover and London & Partners through to the cult-like following the chocolate now enjoys. A strong social media presence, built on a playful tone, has spearheaded the brand’s growth in recent years with the The Brooklyn Brothers now looking to convert that buzz into a sustainable business model through the Dean & DeLuca tie-up.


Natasha Markley, creative strategist at The Brooklyn Brothers, said: “Designing, creating and marketing our own products, is a natural extension of what we do best at The Brooklyn Brothers. And exemplifies that, which we are most passionate about - building blockbuster brands. That, and delicious chocolate of course.”

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The agency has history in being its own client. From children’s books to coconut water, the creative shop pursues its own projects in a bid to carve out new revenue streams. Other agencies employ similar methods with MRY and Made by Many creating brand advocacy startup Crowdtap and the Hackaball respectively in recent years.


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