This Black Friday, FATSO, the dark chocolate disruptors, are taking a stand against the flash sales and fakery of Black Friday. Created in partnership with Lowkey Creative Studio, the brand’s first OOH campaign will be going live this week.
The campaign puts a spotlight on their new Limited Edition bar – Deep Brew – with FATSO going all in on a sustainable pack. Solidifying the stand against Black Friday, the campaign calls out its 85% cocoa and 100% Kelp Ink printed packaging, rather than a knock-down 50% discount.
Putting goodness back into the planet, Deep Brew features Fino de Aroma Colombian chocolate wrapped in standout black packaging printed with sustainable Kelp® Ink” the ocean-safe, carbon-negative ink that doesn’t just cut carbon, it flips it. The next step in the brand’s commitment to being sustainable and ethical with meaningful design innovation. Made using 85% Colombian dark chocolate the bar is its darkest to date – coffee-rich, walnut-crisp and wafer-light.
Zac Ruzicka, Founder, Lowkey Creative Studio says “Deep Brew gave us the chance to help FATSO do something most brands avoid on Black Friday. Slow down. Make a point. Say something real. That’s exactly where Lowkey does its best work. When you have a founder like Ella (McKay) who pushes for that kind of honesty, the ideas get better, and the work hits harder. A chocolate bar turned into a quiet middle finger to the madness. We’re here for that.”
Ella McKay, FATSO Co-Founder, says “We wanted to go against the grain this Black Friday with a bold, slow, antidote to the frenzy. Our creative campaign has been designed as an antidote to consumerism, with small businesses usually taking a hit at this time of year. This super limited edition drop represents our ongoing commitment to being more sustainable & ethical. In this case, we’re spotlighting packaging sustainability with meaningful design innovation through our collaboration with Print 4 Ltd and Kelp® Ink, a carbon negative, renewable, bio-based ink derived from repurposed waste algae biomass, which we now use across our full FATSO portfolio where black ink is present”
Matt Boam, owner of Print 4 Ltd, says “Black Friday’s noise is predictable, but Deep Brew cuts through with purpose. This limited run proves that print can be fearless, beautiful, and responsibly made. By using Kelp® Ink, we’re showcasing how forward-thinking materials elevate creativity while reducing environmental impact. This is print evolving and leading, without sacrificing edge.”
FATSO Deep Brew will launch on Saturday 29th November 2025. A limited edition run on one thousand bars will be available from sofatso.com whilst stocks last. £7.25. Follow the story @so.fatso
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