Fairtrade chocolate producer Divine has unleashed a print campaign to promote its luxurious packaging changes.

The company, co-owned by Ghanaian cocoa farmers, has changed its name to align itself with its flagship brand. Three press executions break tomorrow (4 February) in women's magazines and weekly newspaper supplements in time for Valentine's Day. Using the strapline 'Like love, only more so', the campaign aims to evoke sensations of being in love. Each execution uses a headline such as, 'Like a whirlwind affair, only more ethical'. "Divine has ethical credentials that are now well established," said Alan Young, creative director at ad agency St Luke's. The new packaging features Ghanaian symbols used in crafts.