A chocolate-filled hotel room that money can’t buy is being offered to the “world’s sweetest person” as part of a new campaign launched in Europe. Chocolate brand Tony’s Chocolonely has partnered with hospitality group The Social Hub to create a chocolate-drenched pop-up suite at The Social Hub Amsterdam.

The lucky winner will experience an immersive stay in the chocolate-themed rooms, as if they have stepped into the world of Willy Wonka and the Chocolate Factory. However, guests will not be expected to find a golden ticket or be able to book or pay for the room. Instead, people must nominate the “sweetest person” they know to win a stay.

Winners will then receive a once-in-a-lifetime chocolate sleepover alongside the friend who nominated them.

Sounds sweet? Here’s what to expect at the hotel

Inside the three-room suite, guests will find chocolate-themed décor, mismatched furniture inspired by Tony’s bars, chocolate room service and a playlist featuring artists from cocoa-producing regions.

The room will also feature messages of connection, kindness and inspiration in every corner. Guests will also receive a special two-piece chocolate bar, including a limited-edition white and milk chocolate flavour with caramel and sea salt, exclusive to the pop-up in The Social Hub Amsterdam City.

Guests can then keep one bar and give the other away as an act of kindness. The stay also includes a “wake-up call” about exploitation in the West African cocoa supply chain.

Tony’s Chocolonely is highlighting its work with around 40,000 cocoa farmers to help them earn a living income. Chief of Global Brand & Communications at Tony’s Chocolonely, Sadira E. Furlow, commented: “As an impact brand that makes chocolate, we’re trying to end exploitation in cocoa by showing chocolate can be made very differently.

“In taste and how we work with cocoa farmers. By launching the world’s sweetest hotel room at The Social Hub, we want to invite fans to indulge in our chocolate, connect with each other and celebrate the people who truly care about the impact their actions have on others.”

To launch the search, “Missing: the world’s sweetest person” posters will appear across Amsterdam, Berlin and Glasgow, while Social Hub teams will surprise guests showing acts of “sweetness” with Tony’s chocolate.

How to compete?

For a chance to stay at the chocolate hotel, people from the UK, the Netherlands and Germany can nominate someone via the Instagram channels of The Social Hub and Tony’s Chocolonely from March 5 until the 12th.

A panel from both brands will select one winner per country. The room will be unveiled on March 20 and open for 10 days. Fans in Amsterdam can also experience the space on March 29 from 1pm.

Pre-registration via The Social Hub website will be required for visits, but fans won’t be able to stay unless they win the competition.

Trix van der Vleuten, Chief Marketing Officer at The Social Hub, commented: “The world feels increasingly divided. We’re more digitally connected than ever, yet loneliness is rising.

“We wanted to come together with Tony’s to showcase that sweetness — simple, human kindness — matters more than ever, and that people can enjoy our products while positively impacting society.”

She continued: “Doing good makes you feel good. So does eating chocolate that’s produced fairly, and so does spending time in a one-of-a-kind choco hotel room with someone else.

“Like Tony’s chocolate bars, this room is designed to be shared. We can’t wait to reveal it, as there’s truly never been anything else like this before.”

To nominate someone as the world’s sweetest person, head to The Social Hub’s Instagram channel for a chance to win the once-in-a-lifetime sleepover. Click here to find out more.