The beloved chocolatier missed the mark with a marketing campaign that equated “digging in” to a box of chocolates with digging up artifacts at heritage sites. The campaign encouraged consumers to “grab your metal detector and go hunting for Roman riches” and other artifacts at specific sites around Britain and Ireland. It’s a fun idea at first, but if you consider the reality of the suggestion - going out and destroying “ancient treasure” is just a bad idea. Read the full story at nytimes.com.