Ferrero plants edible Christmas tree in Covent Garden

Ferrero has erected a giant 11foot edible Christmas tree in Covent Garden
Ferrero has erected a giant 11foot edible Christmas tree in Covent Garden

Confectionary company Ferrero has erected an 11ft chocolate Christmas tree in Covent Garden as part of its 'Magic of Christmas' campaign.

The tree was created by food artist Prudence Staite using 10,000 individually wrapped Ferrero chocolates.

Ferrero has also planted Christmas trees adorned with thousands of golden baubles at various shopping centres in the UK – Bullring in Birmingham, Trafford Centre in Manchester, Westfield in London, MetroCentre in Newcastle and Meadowhall in Sheffield.

"This is our biggest Christmas campaign to date and we are excited to be able to tie this in with the launch of the new Ferrero range website," said Ferrero UK marketing director Mauro De Felip.

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

Photos of shoppers will feature in a 'tree animation' on the façade of some of the participating centres.

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