Celebrity Chef Takes Home Championship Belt at Vegas Trade Show
Giada De Laurentiis competed in Loacker USA's "Great Wafer Bake-Off Showdown" at the Sweets & Snacks Expo in Las Vegas, pairing with content creator Justine Doiron for the brand activation.
The live competition on the show floor challenged teams to create original wafer-inspired desserts using Loacker products. De Laurentiis's team won the championship belt with a layered triple-decker trifle.
Charity Donations Tied to Competition
As part of the activation, both competitors selected charities to receive $5,000 donations from Loacker. De Laurentiis chose World Kitchen, while Doiron supported No Kid Hungry.
The event drew retail buyers, brokers, influencers, and attendees to Loacker's booth during the annual confectionery industry gathering.
Why It Matters
Celebrity-driven activations at major trade shows remain a proven draw for booth traffic and brand visibility. For Loacker, pairing product sampling with competition and charity involvement created multiple engagement touchpoints with key buyers and media at one of the candy industry's largest events.
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Written by FBM Publications Editors