Ferrero Rocher offers live brand experience this Christmas

Chocaholics are invited to a live brand experience this Christmas, as Ferrero Rocher unveils a 15m high Christmas tree made of chocolates.

The tree, made with 10,000 Ferrero Rocher chocolates, can be seen in London's Covent Garden.

And as part of its £5 million advertising campaign this Christmas, the chocolatier will display gold Christmas trees at Westfield in London, the Bullring in Birmingham, the Trafford Centre in Manchester, Meadowhall in Sheffield and the Metro Centre in Newcastle.

Shoppers will be offered the chance to have their photo included as part of a 'tree animation' at some of the shopping centres.

Mauro De Felip, marketing director of Ferrero UK, said that the event was its biggest Christmas campaign ever, and ties in with the new Ferrero range website.

"We believe that for the brand to resonate with consumers, they need to be at the forefront of our campaigns," he said.

"This year we aimed to build on the success of our previous Christmas campaigns – using both live events and interactive platforms – to engage with consumers, continue to build brand advocacy and celebrate Ferrero at Christmas."

This year's campaign follows a live brand experience last Christmas, which saw the company give out 60,000 goodie bags with samples of the Ferrero boxed range.