Toblerone: Singing from the same hymn sheet

Client: Toblerone

Toblerone Diamond Truffles entered Christmas 2025 with a significant awareness problem. Nearly half of consumers had never heard of the product and 80% had never tried it, while established rivals Ferrero Rocher and Lindor dominated the category. The challenge became even harder when new HFSS restrictions removed access to many traditional channels including social media, digital and pre-9pm AV. Toblerone needed a new way to win share during the most competitive gifting season of the year.

Rather than retreat to conventional media, Toblerone, Fever and the wider agency team built the world's first shoppable Christmas choir. Inspired by the anxiety people feel when buying gifts, a roaming choir performed rewritten festive classics about gifting mistakes and last-minute panic while distributing samples and shoppable QR codes across London's busiest shopping districts. The activation fused experiential, commerce, creative and media into one seamless idea designed to entertain, engage and convert. What made the campaign distinctive was the depth of collaboration behind it. Media, creative, experiential partners, comedians, choir performers and sales teams co-created the idea throughout development and execution. The result was not just an activation but a genuinely integrated partnership that delivered outstanding business impact. Sales of Toblerone Diamond Truffles increased 27% versus the previous Christmas while both Ferrero Rocher and Lindor declined by more than 10%, allowing Toblerone to gain significant share in the category.