Lindt is aiming to connect with Canadian families this holiday season through an activation at the Distillery District’s Winter Village.

The Lindt Holiday Experience, which will run from Dec. 5 to 11, features life-size Lindt gift boxes, a huge teddy bear, and free samples of the brand’s milk truffle Lindor. The pop-up also includes a photo booth and Lindt chocolate prizes, which will be complemented by media promotion and influencer collaborations. The activation was created by Salt, with Edelman in charge of PR and influencers.

According to Lindt Canada, the holidays are the perfect time to position Lindt as a brand that offers moments of happiness. “Lindt has been enchanting Canadians during the holiday season for many years. ‘Give the gift of bliss’ is a holiday campaign message that is rooted in Lindt’s rich history in bringing Canadians moments of indulgence.”

This is the brand’s second holiday activation at Winter Village. According to Lindt, this year’s experience is very similar to last year’s, with a few added elements such as the photo booth. Last year, Lindt distributed more than 35,000 samples during the five-day activation.

Other brands that activated at the Distillery this year include Shein and Visit Florida. Last November, the iconic Christmas tree in the Village was lit with Dior, with the brand being the main sponsor of the event for the third consecutive year.

The Distillery Winter Village will be open until Jan. 5, 2025. All activations in the Distillery District are made possible by Eat It Up Media, who owns its media and sponsorship rights.