Ferrero Rocher’s latest campaign aims to elevate the brand’s connection with Canadians during the holiday season by giving them the opportunity to win prizes and experiences with luxury brands.

The campaign revolves around the “Add Your Golden Touch” contest, which offers Ontario residents the chance to make their celebrations even more special by winning a dining experience for two at Constantine restaurant in Toronto. Winners can also participate in a workshop to create host gifts, guided by experts. Additionally, the contest includes prizes such as a Fable kit, Ferrero Rocher chocolate towers, and gift cards to popular stores like Pottery Barn, Williams Sonoma and Crate & Barrel.

The initiative is visible across multiple channels, including social media, packaging, point-of-sale with QR codes, and through digital and public relations efforts. Mindshare handles media buying, Proof is in charge of experiential and social elements, and Golin is handling influencer and PR comms.

Abeera Hassan, senior brand manager of premium chocolate at Ferrero Canada, tells MiC the contest aligns with the company’s marketing strategy to make the brand the perfect holiday gifting partner. “It builds on our longstanding connection with consumers around key holiday moments, like gifting and hosting, while adding a more experiential and interactive element,” Hassan says.

According to her, the campaign is not a shift in direction but rather an extension of the brand’s role as a companion for special occasions. Unlike previous activations, the contest offers exclusive experiences, such as the holiday dinner and workshop, which generates greater consumer engagement and a more personalized connection with the brand, Hassan says.

“We’ve made prizing available from brands which align with the luxury and craftsmanship that we embody, creating a seamless experience for consumers who are looking for the ultimate in high-end holiday gatherings,” she notes, adding that the target audience is people who want to elevate seasonal moments.

“By targeting those who host or gift at holiday gatherings, we reinforce Ferrero Rocher as the ultimate companion for creating cherished, festive moments,” Hassan says.