Toblerone & the world’s first shoppable choir

Client: Toblerone

Christmas gifting is a high‑pressure moment dominated by familiar, “safe” chocolate brands. For Toblerone Diamond Truffles — a relatively new entrant with low awareness — standing out against icons like Lindor and Ferrero Rocher required more than louder advertising. With a limited budget and new LHF restrictions cutting off traditional online channels, Toblerone identified an overlooked commercial opportunity: gifting anxiety. When shoppers doubt whether they’ve bought the “right” gift, hesitation sets in — and so does the chance to add something extra.

Toblerone’s response was the world’s first Shoppable Choir: a live retail activation that transformed festive panic into entertainment and instant purchase. The Top Secret Comedy Club reworked Christmas carols into humorous, panic‑fuelled gifting anthems, performed in high‑footfall shopping locations. Each song ended with a simple solution: “Add a Diamond, just in case.” QR codes on choir books, uniforms and sampling packs made performances instantly shoppable, while in‑store audio extended the idea nationally across Tesco stores. The campaign reimagined commerce by converting real‑world uncertainty into action, delivering +27% year‑on‑year Christmas sales growth, while category leaders declined.