Christmas wouldn’t be Christmas without a debate over chocolate

With Christmas fast approaching, there’s one debate that unites (and divides) the nation: What’s the best chocolate in a Celebrations tub?

What one person swears by, another dismisses as the worst choice. To fuel the festive debate this year, Celebrations has teamed up with Ketchum UK for a campaign designed to get the nation talking (and possibly, arguing) about their favourite chocolate treat.

For the confectionery sector, Christmas is not just another holiday—it’s the most important time of year. For Celebrations, this meant sparking a nationwide debate to ensure its place at the top of the Christmas treat list.

City by city

To kick off the debate, the #MyFavourite campaign took to cities across the country, revealing the nation’s top chocolate picks and how deeply these preferences run.

In Manchester, the research showed that nearly a third (31%) of Mancunians chose Snickers as their favourite. This led to a play on the city’s infamous football rivalry. On derby day, Celebrations unveiled a special half-and-half red and blue football shirt to stir up even more conversation. Will Snickers unite the city, or will it intensify the rivalry…?

Meanwhile, in Wales, where regional pride runs deep, Celebrations used the opportunity to give a playful nod to the Welsh favourite, Bounty. In a tongue-in-cheek twist, Celebrations brought in Welsh artist Nathan Wyburn who gave Wales' iconic red dragon a festive blue makeover in Cardiff.

To make sure the conversation didn’t fizzle out, Celebrations placed digital billboards in key locations, keeping the debate alive with a fun tone designed to get people talking. In addition, local press ads ran in regional news media including Glasgow, Lancashire, Brighton, Bristol, and Powys County, Wales, making sure the chocolate debate was front and centre in communities across the country.