Ghirardelli is bringing its 19-foot tall illuminated sign – which is currently located in Ghirardelli Square at Fisherman’s Wharf in San Francisco – to downtown Toronto.
The chocolate brand is promoting the activation by running a video of a helicopter carrying the bulky sign from San Francisco on social media platforms such as TikTok. The flying sign, which will be available at The Well until Nov. 17, appears to have landed upright, leaving a candy-filled crater in the mixed-use residential complex.
A company spokesperson says Ghirardelli is launching the activation in Toronto to target Canadians during a peak sales period, and in the midst of key events hitting the city like Swift’s “Eras” tour. “With the holidays around the corner, we wanted to do something fun and engaging for consumers. It’s also a really exciting time to be in Toronto, there is a lot happening in the city, so we decided to hand out complimentary samples of our milk chocolate caramel squares,” the brand says.
The activation is meant to reinforce the connection the company has with Canadians. According to the spokesperson, Ghirardelli has a rich history and heritage in San Francisco and many Canadians have fond memories of traveling to the city to visit the store, so the pop-up is a way to remind them about the brand and highlight that it can be a part of their holidays.
The sign is an iconic element of the San Francisco streetscape and a showcase of the square’s rich history, according to the brand. It was originally erected in 1915, when Ghirardelli Square was home to Domenico Ghirardelli’s chocolate factory, originally called Ghirardely & Girard. The company is the third oldest chocolate maker in the U.S., having been founded in 1852. As of 1998, it became an owned subsidiary of Swiss chocolatier Lindt & Sprungli.
Starcom handles media buying, Publicis is in charge of the activation and North Strategic leads PR.
@ghirardellicanada 🍫✨ Hey Toronto! The sweetest drop is coming to The Well and it’s all about Caramel… Get ready for chocolatey surprises that will make every day a bite better! Don’t miss out! Something delicious is coming on November 14th! CGI ABiteBetter GHIRARDELLI GhirardelliCanada
