Iconic confectioner Ghirardelli kicked off the holidays in New York City earlier this week, inviting crowds of strangers to sing carols for a merry celebration of National Peppermint Bark Day.
Marking the 20th anniversary of Ghirardelli Peppermint Bark, the brand set up a giant gift box outside the Shops at the Oculus to catch the attention of passersby.
Intrigued by the box's "Holiday Spirit Meter," the crowd was gradually joined by a guitarist, a violinist, carolers, and a brass band, who led them through a rousing rendition of "Deck the Halls."
Once the holiday spirit peaked, the box opened to share over 30,000 squares of Ghirardelli Peppermint Bark with everyone present.
In a press release, Ghirardelli Marketing VP Bobby Oliver shared the brand's aim of reminding people about the power of the holiday spirit:
Fans who couldn't experience the mystery box for themselves can still spread the season's tidings by sharing the video of the reveal on Instagram with #PeppermintBarkSeason for a 10% discount code and the chance to win a custom box of treats.
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