Haribo launches latest Decorating Day Christmas campaign

Confectionery brand Haribo has launched the latest phase of its creative Decorating Day Christmas campaign with the simultaneous sweet switch-on of two giant Christmas trees, at London Waterloo and London Victoria stations.

Each decorated with 100 over-sized iconic treat piece baubles and a Goldbear topper, the trees will remain in position until 3 January.

Adding to the excitement, each tree has a perfectly positioned bench and an extra special button that, when pressed, will deliver little moments of childlike happiness as extra lights come to life, the Goldbear tree topper sparkles and Christmas music plays in the background.

With an anticipated 20 million visitors, passers-by will be encouraged to capture their heart-warming festive moments and to share them across social channels using the hashtag #DecoratingDay.

“A recent survey that we commissioned, found that more than 50 percent of Brits enjoy the countdown to Christmas more than the day itself. So we want to create as many special moments until the big day as possible,” Harriet Hogge, Marketing Manager at HARIBO UK and Ireland, commented.

“Through our activation, we wanted commuters to experience the magic of switching on the Christmas tree – one of the iconic moments of decorating day, when households choose to decorate their homes and put up the Christmas tree.

“We wanted to capture the wide-eyed wonder and childlike happiness that comes from turning on the Christmas tree lights and observe how the playfulness of our Christmas tree activation brings out the big kid in us all.”

HARIBO will focus on Decorating Day during its 2022 Christmas Campaign, encouraging families throughout the country to come together and have some fun on #DecoratingDay when they choose to decorate their home and put up the Christmas tree.

Reiterating that the countdown to Christmas is more enjoyable when shared, in addition to the London-based Christmas tree activation, the brand will support the multi-channel campaign with radio sponsorship, PR and social media.