When H5 client, Ritter Sport, presented the idea of activating a “Choctoberfest” campaign to sample its premium German chocolate at major Oktoberfest celebrations around the U.S., we knew it was the perfect way to invite Americans to discover the joy of Ritter Sport while honoring the brand’s heritage.
As a fourth-generation, family-owned German chocolate company, Ritter Sport is globally beloved for its premium quality, fun flavor varieties and whole ingredient inclusions. Choctoberfest offered a unique opportunity to celebrate the brand’s roots while winning over new consumers through tasting experiences, ultimately driving brand awareness and growth in the U.S.
Prost! Launching Choctoberfest in Cincinnati
The Choctoberfest tour kicked off with Ritter Sport’s debut sampling booth at Oktoberfest Zinzinnati, which draws more than 700,000 attendees each year. To make a memorable first impression, we partnered with the legendary Samuel Adams Brewery to create a special beer-and-chocolate pairing flight, available for a limited time at the Cincinnati taproom.
Together with the Samuel Adams team, we curated four delicious pairings to surprise and delight attendees, like Ritter Sport’s Milk Chocolate with Whole Hazelnuts paired with Samuel Adams’ limited-edition Flannel Fest Lager. The unexpected flavor combinations sparked conversation and turned out to be a major hit.
To generate buzz around the collaboration, we hosted a preview tasting event at the Samuel Adams Cincinnati Taproom for local media, influencers and retail partners. Guests enjoyed a guided tasting, learned about the inspiration behind each pairing and connected with brand leaders from both companies. The excitement carried through Oktoberfest weekend as the Ritter Sport x Samuel Adams flights sold out at the taproom, complementing Ritter Sport’s bustling festival booth and creating meaningful touchpoints with the local community.
Bringing Bite-Sized Joy to Denver and Chicago
Following our success in Cincinnati, Ritter Sport popped up at Denver’s Oktoberfest and Chicago’s Christkindlmarket, meeting new audiences with chocolate sampling, festive photo ops and holiday cheer. For both events, H5 secured local media and influencer coverage to drive festivalgoers to the Ritter Sport booth and encourage trial of the brand’s premium chocolate squares.
Choctoberfest introduced thousands of new fans to the brand, strengthening Ritter Sport’s growing U.S. presence while celebrating the German heritage, craftsmanship and quality that make the brand unique. While the campaign wraps up for 2025, the momentum it’s generated will carry forward, creating lasting impressions with chocolate lovers and laying the groundwork for what’s to come.