Iconic Italian wafer and confectionery company Loacker is celebrating its 100th anniversary by teaming up with Emmy Award winner and Italian-American celebrity Chef Giada De Laurentiis.
The year-long partnership will honor the brand's "pure goodness" with a number of surprises for fans throughout the year.
This will include the creation of signature Giada recipes featuring Loacker products as well as special appearances from the Food Network star.
Also launching this year is a limited-edition Loacker x Giadzy by Giada De Laurentiis gift box, which will be given away to 100 lucky fans for 100 days.
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In a press release, Loacker U.S.A. President TJ Rooney expressed the brand's excitement for the partnership, which came about thanks to Giada's shared values and Italian heritage.
Giada also chimed in to share some experiences that inspired the collaboration:
"I grew up eating Loacker with my family, so this partnership is a special one for me. I can still remember tasting their light and crispy wafers in my childhood kitchen, where my nonna taught us the value of using pure Italian ingredients."
She concluded by praising the brand's dedication to craftsmanship and tradition, citing its use of 100% Italian hazelnuts.
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Launched in 2016, the celebrity chef's food and lifestyle brand prides itself on its products, which are made with authentic Italian ingredients.
Among other accolades, De Laurentiis has starred in multiple Food Network shows since 2003 and is the author of 10 New York Times bestselling cookbooks.
As one of the culinary world's top influencers, her involvement in Loacker's 100th-anniversary celebration serves as the perfect boost to a milestone campaign.
Authentic Flavors of Italy
One of the collaboration's main goals is to tell a story about De Laurentiis' love for Loacker, highlighting the brand's quality and taste.
Throughout 2025, authentic content will run across paid, earned, owned, and social channels.
Additionally, the brand's full range of products will feature special anniversary packaging to mark the occasion.
To celebrate milestones, brands can create engaging digital campaigns that highlight their journey, incorporating nostalgic storytelling and user-generated content to foster a sense of community.
Partnering with influencers who align with the brand’s values, like what Loacker did, also amplifies the celebration, broadens reach, and strengthens connections with both loyal and new audiences.
Whataburger, on the other hand, chose the former route as it celebrated 75 years by bringing back fan-favorite menu items, evoking nostalgia and reintroducing its OG creations to younger consumers in the process.
