Giacomo Easter Campaign
Social Marketing
Advertising Campaign
The easiest chocolate hunt in Québec—brought to life by Braque
Founded in 1965, Giacomo chocolates have delighted sweet tooths of all ages, across Québec and beyond. A beloved Easter tradition, Giacomo’s premium-quality chocolate moulds bring dozens of magical characters to life, beautifully packaged and available at hundreds of retail locations throughout the province.
In an increasingly competitive confectionery market, and amid record-high cocoa prices—which have quadrupled since 2020—chocolate manufacturers must find creative ways to reach value-conscious consumers who still want to give their loved ones the very best for Easter.
While several brands chose to alter their recipes by reducing cocoa content in favour of cheaper fats like coconut oil, Giacomo made a bold decision: to stay true to its premium positioning and maintain its original recipes. A daring move — and a successful one — made possible thanks to a dynamic campaign crafted by Braque.
Creative Approach: The chocolate hunt just got easier
Inspired by the traditional Easter egg hunt, this campaign was built around one clear message: with Giacomo, the hunt for great chocolate is easy. Thanks to an extensive retail network, it truly is the easiest chocolate hunt in Québec.
Radio spots encouraged listeners to head to stores before Giacomo chocolates disappeared from shelves, while interactive digital games mirrored the excitement of the classic Easter egg hunt. The playful tone of the campaign helped drive direct consumer action.
Media Strategy: A powerful mix of radio, digital, and print
Giacomo chocolates are a destination in themselves. That’s why radio was the ideal medium—prompting in-the-moment action from listeners on the go.
An influencer marketing component also enhanced the campaign’s organic reach. By partnering with content creators well rooted in Québec’s culture, we showcased Giacomo’s authenticity and quality in festive, family-oriented contexts—meeting consumers where they’re inspired and making purchase decisions. These collaborations delivered strong engagement and contributed to higher brand recall in a crowded Easter market.
This was reinforced by a strong digital presence, generating over 18 million impressions and reaching more than 2.5 million unique users across Meta and programmatic platforms.
To round out the campaign, we secured high-impact placements in print media like the Journal de Montréal and Journal de Québec, increasing brand visibility among Easter shoppers looking for the best chocolate options.
Results: Record-breaking performance
Despite a saturated Easter advertising environment, the campaign achieved a cost per action 2.1 times lower than the industry average, and Meta engagement rates 11.5 times higher than benchmarks. The Giacomo Facebook page alone saw over 55,000 interactions during the campaign.
Website traffic surged by 58% compared to the same period the previous year, with thousands of daily visits and over 700,000 views of the retail store locator.
The campaign generated strong momentum, resulting in sales figures over 75% higher than the previous year. In fact, many retailers experienced stockouts on Easter Day, despite being well stocked initially — setting the stage for even earlier shopping next year, and for retailers to strategically stock up on Québec’s most easily found chocolate treasures.
