Christmas in the UK isn’t complete without tubs of chocolates at the centre of the festivities. Celebrations set out to explore the quirks and traditions that make Christmas special, revealing Maltesers as the UK’s favourite chocolate and the divisive Bounty as the least popular. The campaign encouraged debates about festive favourites and family traditions, sparking nationwide conversations and driving engagement both online and offline.
Challenge:
- Revealing Chocolate Loyalties: While Maltesers emerged as the favourite (39%), Bounty held its place as the most divisive chocolate, least liked by 21%. Navigating these polarised preferences created the perfect opportunity for Celebrations to inspire fun debates.
- Creating Connection Through Nostalgia: Chocolates like Celebrations hold a nostalgic place in Christmas traditions, but younger and older generations differ on when the season truly begins, with 40% of 16–24-year-olds saying it starts with the first ornament or tub of chocolates and 55% of over-50s marking the moment as being surrounded by family.
- Highlighting Festive Fun: The campaign aimed to showcase chocolates as a catalyst for family bonding, even sparking light-hearted conflicts over favourites, with 17% of Brits admitting to gatekeeping their chocolate picks.
Key Statistics:
- Nation’s Favourite: Maltesers was chosen by 39% of Brits as their top choice, while Bounty ranked least favourite for 21%.
- Festive Debates: 17% of people gatekeep their chocolates, 11% argue over who gets to open the tub first or claim the last chocolate.
- Regional Preferences: Snickers is a favourite in Manchester (31%) and Bristol (34%), while Galaxy Smooth Milk dominates Liverpool (36%).
Action:
Celebrations partnered with Laura O’Neil, Head of Christmas at Celebrations, to bring the research findings to life, inspiring playful debates and encouraging families to share their festive chocolate traditions. Key messaging included the nostalgic role of chocolate tubs in Christmas celebrations and the fun of discussing favourites. The campaign was rolled out across major outlets like Sky News Radio, BBC regional stations, and the Bauer Network, amplifying the conversation nationwide.
A robust social media strategy complemented the media outreach, encouraging the public to join the debate using the hashtag #MyFavourite. Regional insights further personalised the campaign, allowing listeners in areas like Manchester and Liverpool to connect with their city’s favourite chocolates.
Results:
- Extensive Reach: The campaign achieved 1,325 media opportunities, reaching a total PR audience of 581 million. Coverage included Sky News Radio, which reached over 108 million listeners through multiple plays across key regions, alongside the Bauer Network, delivering an additional 50 million reach through its popular stations. BBC regional radio also contributed significantly, featuring the campaign on stations like Nottingham, Leicester, and Derby, collectively reaching over 1 million listeners.
- Public Engagement: Social media activity exceeded expectations, with thousands of participants joining the festive debate using the hashtag #MyFavourite. The campaign generated 1.2 million video views and over 135,000 social media interactions, showcasing strong interest in Celebrations’ festive chocolate traditions and regional insights.
- Consumer Impact: The campaign reinforced the enduring role of Celebrations in family traditions, with 53% of respondents confirming that tubs of Celebrations are as essential to their festive table as mince pies. This positioned Celebrations as a staple of British Christmases, driving positive sentiment and engagement.
