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 "You are a cause, not a chocolate company."

Sometimes, a fresh set of eyes can make all the difference.

In early 2016, Canada had the good fortune of meeting the Hadhad family. After hearing their story on the radio and their aspirations to start making chocolate again, our team reached out to lend a marketing hand. The rest is history (literally).

Our relationship has been challenging and confusing and fun. Investing in empathy and working hard to understand each other’s culture has delivered the reward of a lifetime. It’s also taken our work out of this world - again, literally.


Peace By Chocolate on the Space Station

Astronauts from around the world. coming together, each with a Peace by Chocolate™ box. Image courtesy of CTV News.

- The world is dark enough - this brand fills us with light



Problem / Opportunity

A family of new Syrian Canadians needed to find an outlet for their honestly acquired passion for happiness and peace. By fleeing their once thriving chocolate business in Damascus and abandoning their family home the Hadhad’s were left possession-less and without a country. They spent three years in a Lebanese refugee camp mourning the loss of siblings, extended family, their friends and neighbors. Re-establishing their chocolate business could make people happy, offer personal hope, create positive routines, be an example to their new found community and help bring personal closure over time.


When people eat chocolate, they smile - Issam Hadhad.


Tell a story about a business looking to make the world a happier and more peaceful place one bite at a time. Create products and experiences that reflect that desire and reinforce a more peaceful world.

Brand Promise: One Peace Won’t Hurt

Tactical Execution:

  • Daily brand management

  • All Peace By Chocolate product packaging conceptualization and fullfillment

  • All associated product story-telling content and rollout

  • National and regional supplier engagement and negotiation support

  • Management of all marketing/collateral fulfillment relationships on behalf of PBC

  • Sales collateral conceptualization and fullfillment

  • Product focused social media management (day to day handled in-house!)

  • Original website design and ecommerce launch

  • Growth/expansion mandated move to Shopify platform and re-launch

  • Clothing line design

  • Tareq Hadhad speaking brand, web development and continued support

  • Support implementing Global Food Safety standards

  • Support in factory expansion

  • Special event branding and promotional support

  • Designed and fullfilled a national retail partner expansion strategy

  • Signage

  • GoFundMe campaign development

  • Light media relations

  • Business strategy consulting

  • Crisis communication management

  • Trademark acquisition


Look, we’d love to take credit for Peace By Chocolate’s success but that would be disingenuous. The company has succeeded because of their own hard work, their communities positive embrace, support for their hard work and a CBC Nova Scotia video that went viral in early August 2016.

Below are some things we know we impacted directly:

  • Creatively envisioned/delivered the company name and brand promise.

  • Captured their story and told it via website and social media

  • Designed/fulfilled their first (and all subsequent) custom packaging

  • Brought their first e-store online in December of 2016 (had to shut down 8 hours later because not enough chocolate could be made to fulfill any more orders before Christmas!)

  • National distribution in Sobeys, Foodland, Thrifty Foods, Safeway Canada

  • Repeated International media attention

  • Two national trademarks complete

  • Met or surpassed sales targets annually

Where is your story going?


a labour of love.