Ferrero Rocher Unveils “Raise A Rocher” As Major Holiday-Focused Brand Platform In The U.S.
Ferrero Rocher is marking a major brand milestone in the United States with the launch of “Raise A Rocher,” a new campaign built to position the brand as an elevated companion to life’s major and everyday celebrations. The platform introduces a fully developed creative world, sweepstakes activation, and a dedicated inspiration-driven microsite while supporting a broad lineup of seasonal products rolling out across retailers nationwide.
At the center of the launch is a new multi-channel creative campaign that debuts simultaneously across television, digital video, and social platforms. Each execution showcases a different Ferrero Rocher offering within celebratory moments—from romantic gestures to playful gatherings—shot in rich gold tones and contemporary environments. Characters and settings anchor the tone in realism while retaining a premium, aspirational gloss.
As part of the activation, consumers are being invited to take part in the Raise A Rocher Sweepstakes in partnership with CHANDON. Prizes include a 96-piece Ferrero Rocher chocolate pyramid display, premium glassware, and gift cards intended to support holiday entertaining. Full details on entry and eligibility are housed on the campaign’s dedicated microsite.
The platform extends with the Raise A Rocher digital hub, offering lifestyle content designed to inspire gifting, entertaining, and hosting. The site features guides, DIY tutorials, decorating ideas, and content that encourages consumers to add “golden touches” to their events. Projects include holiday place cards, a chocolate dome cake, and a golden centerpiece—tools meant to position Ferrero Rocher within the holiday planning and preparation journey, not just product consumption.
Alongside the creative and experiential elements, several Ferrero Rocher holiday items are now available at retail, including 12-piece and 24-piece gift boxes and a striking 17-piece chocolate pyramid intended for prominent gifting and table display. The campaign aims to give Ferrero Rocher a pronounced seasonal presence while reinforcing the chocolate’s longstanding association with holiday luxury and special-occasion gifting.
Key Themes And Trends In Marketing Initiatives In The Chocolate Confectionery Space
Elevated holiday positioning and premium indulgence: Many chocolate brands are using the holiday window to reinforce associations with gifting, premium craftsmanship, and celebration. Ferrero Rocher’s “Raise A Rocher” platform positions chocolate as a toast-worthy luxury, while Godiva’s seasonal campaigns featuring acress Lieghton Meester highlight elegance and cinematic presentation.
Multi-platform, cinematic advertising launches: Brands are expanding beyond traditional formats and adopting large-scale creative rollouts across TV, digital, and social simultaneously. Ferrero Rocher’s new campaign, Godiva’s Masterpiece film, and Kinder’s “Simply Wonderful” all debuted across multi-channel digital ecosystems at once.
Sweepstakes and gamified engagement to attract participation: Programs encouraging consumer interaction through prizes and contests are now mainstream. Ferrero Rocher is offering home entertaining-themed prizes through its sweepstakes, while Aero in the UK and Ireland is awarding cash prizes for bubble-less bars, and Tony’s Chocolonely is distributing mystery boxes.
Digital content hubs and lifestyle extensions: Several brands are now extending campaigns into curated online environments with utility-based content. Ferrero Rocher’s microsite offers hosting guides and DIY ideas, while Kinder’s partnership with The Elf on the Shelf includes interactive storytelling accessible via an app with QR-coded packaging.
Celebrity and pop-culture partnerships for mass visibility: Major talent-led campaigns continue to emerge as a route to mass awareness. Milka’s promotion features Katy Perry, Galaxy appointed actor Mrunal Thakur, Snickers Malaysia named Mingyu from Seventeen, and Godiva tapped Leighton Meester to personify Lady Godiva across its global creative.
Cross-category brand collaborations to reach new audiences: Collaborations are expanding chocolate brands into unexpected categories—from lifestyle to fashion to skincare. Examples include M&M’s footwear partnership with Crocs, Hershey’s skincare line with Beekman 1802, KitKat’s collaboration with POP MART collectibles, Godiva’s collaboration with POP MART’s Labubu, and Domori’s joint activation with jewelry brand Trollbeads.
Loyalty and member-based value programs
Brands are investing in structured programs that reward ongoing engagement. Mars launched the M&M’S Fun Club in the U.S., offering points redeemable for products and experiences, including the chance to win a sleepover in the brand’s Times Square store.Large-scale sports and cultural event marketing investment
Several major brands are using peak audience moments to drive visibility. Snickers is again aligned with the Orange Blossom Classic, while Ferrero North America has announced its largest marketing investment yet, including Kinder Bueno’s first Big Game commercial and global soccer championship activations.Philanthropic alignment and charitable seasonal programs: Seasonal initiatives are increasingly connected to charitable causes. Ferrero’s 31 Days of Halloween calendar supports Children’s Miracle Network Hospitals, while Purdys Canada donates proceeds from seasonal bars to children’s hospitals nationwide.