Trapa: Finding a Place at the Heart of Christmas

When we think of Christmas, our minds don’t go to discounts or campaigns. We think of long family dinners, of our grandmother’s chocolate desserts, of laughter echoing through the house, and of small, unexpected gifts that make us feel seen. In this season, buying decisions aren’t rational—they’re emotional. People don’t just choose a product; they choose what it represents.

With this understanding, Trapa, in collaboration with Territory Influence, chose a different path during the holiday season. Instead of competing with louder ads or bigger discounts, the brand focused on something timeless: connection, emotion, and authenticity.

“When a brand steps back and lets consumers tell their own stories, emotions naturally rise to the surface. By placing feelings at the heart of the campaign, the brand becomes part of people’s memories.”
— Ángel Amador, Marketing and Communications Director, Trapa Spain

A Campaign that Spoke from the Heart

Amid the noise of holiday marketing, Trapa decided not to shout—it chose to listen. The campaign invited real people to experience Trapa during the holidays and share their authentic stories: not through scripts or guidelines, but through genuine, everyday moments.

The goal wasn’t just visibility; it was resonance. It was about transforming a box of chocolates into a symbol of warmth, gratitude, and togetherness—a gesture shared among loved ones.

“We wanted people to try the product, feel something, and share it. Working with real consumers captures those natural, emotional moments—Christmas with family, gatherings with friends. Their audiences don’t see it as advertising; they see it as a sincere recommendation.”
— Ángel Amador, Trapa Spain

The Power of Real Stories

The campaign brought together 400 nano and micro influencers from trnd, Territory Influence’s community of everyday consumers across Europe. These weren’t celebrities or content creators—they were real people, aged 18 to 80, who share honest opinions with their communities.

Each of them integrated one of Trapa’s 13 Christmas products into their traditions: bringing chocolates to a dinner, offering them as a thoughtful gift, or enjoying a quiet treat with family. Their posts and stories weren’t polished or posed—they were warm, human, and real.

No scripts. No filters. Just emotion.

“The content these consumers created was moving—it captured genuine family moments, reunions, and laughter. It wasn’t perfect, but that’s what made it authentic. The brand became a natural part of those meaningful experiences.”
— Ángel Amador, Trapa Spain

Results That Spoke for Themselves

The campaign’s results reflected the strength of real connection:

• Over 500 authentic pieces of content created by participants.
• 4,350 people tried Trapa products at home.
• 71,000 personal recommendations and 1.2 million organic impressions generated.
• 91% of participants were new to Trapa.
• 97% said they would recommend it.
• 9 out of 10 planned to repurchase.

Across all stories, one word stood out again and again: Flavor.
Trapa didn’t just meet expectations—it became a part of people’s Christmas traditions.

More Than Chocolate: Creating Memories

Trapa’s campaign wasn’t about selling sweets or chasing visibility. It was about creating memories, building emotional connection, and celebrating authenticity. By choosing to listen instead of sell, Trapa found a new way to connect with families—through genuine stories, shared experiences, and the timeless joy of giving. In every shared box, every smile, and every small gesture of kindness, Trapa found its place at the heart of Christmas.