When we think of Christmas, our minds rarely go straight to discounts or marketing campaigns. Instead, we remember the long family meals, our grandmother’s special recipes, the smell of chocolate, and those unexpected gifts that warm our hearts. In this emotional context, buying decisions are no longer purely rational—they are deeply personal. People don’t just choose a product; they choose what that product represents.
Understanding this, Trapa, in collaboration with Territory Influence, took a different approach this holiday season — stepping away from aggressive commercial messaging to focus on building an emotional connection grounded in tradition, flavor, and the moments that truly matter.
“When a brand takes a step back and lets consumers tell their own stories, the emotions truly come to the forefront. By placing feelings at the center, the brand is strengthened, as these experiences become lasting memories that people directly associate with it.”
— Ángel Amador, Marketing and Communications Director, Trapa Spain
A Campaign That Connects from the Heart
In a season flooded with messages and promotions, Trapa made a conscious choice: rather than shouting louder, they listened and shared. The campaign gave voice to real people, allowing them to tell their personal stories with Trapa—not through scripts, but through lived experiences.
The goal wasn’t mere visibility; it was resonance. It was about transforming a box of chocolates into more than packaging on a shelf—into a gesture of love, a touch of sweetness at a family gathering, or a gift shared between friends.
“We wanted consumers to try the product, experience their emotions, and share them. That’s why working with real people like us is the most effective approach: they naturally capture moments like ‘a gathering with friends’ or ‘Christmas with family.’ Their communities perceive this content not as advertising, but as genuine, authentic recommendations.”
— Ángel Amador, Marketing and Communications Director, Trapa Spain
The Power of Authentic Stories
The campaign leveraged the influence of 400 nano and micro influencers from trnd, Territory Influence’s community of real consumers across Europe. At trnd, there are no shop windows or filters—only real people, aged 18 to 80, who share what they discover with those around them. They may not have millions of followers, but they spark thousands of genuine conversations. And that’s where the magic happens: when life is shared naturally, trust grows.
Each of these consumers integrated one of Trapa’s 13 Christmas products into their homes, their traditions, and their celebrations—not as advertisers, but as storytellers of real emotions. They weren’t celebrities with massive audiences; they were genuine individuals, part of close-knit communities that trust their voices. Their posts and stories weren’t marketing—they were honest snapshots of Christmas moments: gifting chocolates to a friend, sharing Trapa with grandparents, or savoring a quiet, personal indulgence.
No scripts. No filters. Just emotion.
“The UGC created by consumers truly moved me, as it captured those heartfelt family moments of reuniting with loved ones. The content was beautiful and natural, genuinely connecting and conveying a sense of togetherness. It wasn’t perfect, but that’s exactly what made it authentic, with the brand seamlessly integrated into those special moments.”
— Ángel Amador, Marketing and Communications Director, Trapa Spain
Results That Speak Volumes
The outcomes of the campaign went far beyond numbers. Over 500 pieces of authentic content were created, showing Trapa not as a product to advertise, but as a natural part of meaningful moments. More than 4,350 people tried Trapa at home, generating over 71,000 personal recommendations and 1.2 million impressions.
The impact was tangible: 91% of participants were new to Trapa, 97% would recommend it, and 9 out of 10 planned to purchase the products. The most repeated word in conversations? “Flavor.” Trapa didn’t just meet expectations—it exceeded them.
Lessons for Brands
The success of Trapa’s campaign offers a few key insights for marketers:
- Emotional connection outweighs commercial messaging: Holidays like Christmas are about feelings, not just promotions.
- Authentic product experiences matter: Giving people the opportunity to try and share products naturally builds trust.
- Community is the heart of marketing: Influencers are more than broadcast channels—they are trusted voices that turn followers into loyal customers.
“A campaign with real consumers isn’t seen as advertising—it’s an authentic recommendation based on a genuine experience. People try the product, share it with their friends, and those friends pass it on to others. No one perceives it as an ad; they see it as sincere, trusted advice.”
— Ángel Amador, Marketing and Communications Director, Trapa Spain
More Than Chocolate: Creating Memories
Trapa’s campaign was never just about selling chocolates or turrón. It was about building moments, creating memories, and celebrating the small gestures that make Christmas magical. By occupying a silent yet meaningful space in people’s stories, Trapa became more than a product—it became a companion to joy, family, and togetherness.
In the simplicity of a gift, in the warmth of a hug, or in the delight of an unexpected treat, Trapa found its place at the heart of Christmas.