Every 2 February, France marks La Chandeleur — a popular tradition also known as Candlemas or crêpe day — when families and friends gather to celebrate with thin, golden crêpes. The round shape and colour of crêpes symbolise the sun’s return and brighter days after winter, and traditions like flipping crêpes with a coin in hand are said to bring good luck and prosperity for the year ahead.
In 2026, Nocilla has gone beyond the pan and into the hearts of French consumers, turning this centuries‑old festival into a moment of brand celebration — especially among younger audiences.
A modern twist on a classic festival
This year’s La Chandeleur saw Nocilla, the iconic hazelnut‑chocolate spread from Idilia Foods, gain remarkable traction across French social media. Rather than simply relying on nostalgia, Nocilla embraced the occasion with a vibrant influencer campaign tailored to younger tastes and digital culture. Creations by French content creators such as @clement.massol, @mlle_fantazia and @adele_tsy showcased creative ways to enjoy Nocilla with crêpes — from playful recipe reels to short‑form videos featuring unexpected flavour pairings and styling. These posts generated strong engagement and encouraged followers to experiment with the brand during La Chandeleur celebrations.
This strategic use of local influencers helped position Nocilla not just as a traditional breakfast staple but as an exciting ingredient in French festive food culture — a notable achievement given La Chandeleur’s deep roots in French culinary tradition.
Connecting with a younger demographic
The influencer strategy didn’t just raise awareness — it helped shift perceptions, especially among Gen Z consumers. In recent years, Nocilla has deliberately refreshed its image and offerings to appeal to younger food lovers. Campaigns around products like Nocilla Crunchy — a spread with wafer pieces designed for textural impact — tapped into Gen Z’s appetite for bold, sensory experiences, have been promoted through modern, digital‑first channels and personalities.
By aligning its brand with fun food moments and relatable creators, Nocilla is successfully shedding any stereotype of being “just an old favourite” and is instead being rediscovered as a versatile ingredient with everyday relevance.