Agency: Up!
Client: City of Turin
Tagged in: Public events, Stands, fairs & shows, Digital marketing

Overview / Objectives

  • Organise the main attraction for all chocolate gourmands seeking taste, as well as recipes, advice, and curiosities
  • Prepare venue, stands, infrastructure etc. for 900.000 visitors
  • Create a new global experience inside the chocolate universe

Strategy / Solution

  • Overall organsiation from tasting workshops to meetings with chefs and sector experts
  • Concerts, children’s activities programmed in the Salon, guided tour through the CioccolaTÒ Factory
  • Literary appointments of “4×4 Odes to chocolate” and the sensational “For a fistful of cocoa” duels


  • Very successful sales: 52.000 kg of chocolate, 10.000 cups of hot chocolate, 800 kg of ice cream, 500 crepes