Glaswegians are being invited to nominate the sweetest person they know as part of a new campaign from The Social Hub and Tony’s Chocolonely.
The campaign comes as Glasgow continues to trade on its reputation for friendliness, having been named the UK’s friendliest city by Condé Nast Traveller readers in 2024 and 2025.
To mark the launch, The Social Hub Glasgow ambassadors Kevin and Kieran D’Arcy, known as the D’Arcy Twins, are set to head into Glasgow city centre on Saturday to hand out chocolate to passers-by and ask them to name the sweetest person in their lives.
The winner will receive an overnight stay in a chocolate-themed suite at The Social Hub Amsterdam, sister property to The Social Hub Glasgow. The room has been created in partnership with Tony’s Chocolonely which campaigns to end exploitation in cocoa production. The chocolate-drenched room at the Amsterdam hotel cannot be booked, with guests only able to stay if they are nominated.
Trix van der Vleuten, Chief Marketing Officer at The Social Hub, said, “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.
“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.”
‘Missing: the world’s sweetest person’ posters will appear across Amsterdam, Berlin and Glasgow, inviting the public to nominate someone they believe deserves the stay. Team members at The Social Hubs in these cities have been encouraged to surprise guests and members who demonstrate “sweetness” with a Tony’s chocolate treat, celebrating special moments of human kindness and connection.
Sadira E. Furlow, Chief of Global Brand & Communications at Tony’s Chocolonely, added, “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.”
