Fazer’s April Fool's Fooled All With a One-Piece Chocolate Double Cross

On April 1st 2025, a dream for every chocolate lover appeared on the Instagram account of the Finnish FMCG icon Fazer: a chocolate tablet with just one piece. Who of us hasn’t sometime said, “I’ll just take one piece”? But few—if any—believed that this treat would be anything else than April Fools. But just 24 hours later, a video appeared on the same IG account showing that the tablet was indeed real.

“Truth is the best foundation for marketing – even on April Fools’,” commented Niklas Lindroos, responsible for the marketing of Fazer chocolates. “Anyone can relate to saying ‘well, I’ll just take one piece.’ It was a pure joy to see consumers reacting to our April Fools’ post just as we would have ourselves: hoping that it was real.”

“This would be a bad idea for April Fools! I want to see this executed”, commented @lelluriina on Instagram. “Well, even as it is April first, this would be a nice thing in reality!” wrote @zirbaslife. “Good idea, but I still like an (april) fool”, added @tapsaboy with a laughing emoji.

The 'one-piece' tablet appeared on the accounts of many influencers on April 2nd, garnering millions of views altogether. Among others, some of Finland’s most followed personalities—Miisa Grekov (@mmiisas), Chachi Hildén (@chachigonzales), and Karoliina Tuominen (@karoliinatuo)—received theirs. In the video shared on Fazer’s own channels, Roope Rannisto (@rooperannisto), known from F.C. Gilla, made an appearance.

“Chocolate is definitely the funniest serious thing in the world. Of course, we had to try what a one-piece chocolate bar would really look and taste like,” said Liisa Eerola, communications director of Fazer Confectionery, and added, “Some lucky winner might get one in a giveaway, so it’s worth following Fazer’s channels.”

The campaign was designed and produced by Kurio together with Fazer’s team. The whole thing went from idea to execution in just two weeks.

“When there’s a momentum, you go and make the most of it. Seeing this come to life was – if anything ever – a craving shared by each and everyone involved”, commented Jari Lähdevuori, executive creative director of Kurio.