What do you do when you don’t have an occasion to celebrate with chocolate? You make one up! To boost Fowler’s Chocolates’ sales during the notoriously slow month of September, we created “National Sponge Candy Day.” The campaign—executed through broadcast television and digital advertising, and an aggressive public relations effort—increased sales by more than 30 percent, with Fowler’s signature sponge candy leading the way. The mayor of Buffalo even proclaimed that September 21 will henceforth be known as “Fowler’s Chocolates’ National Sponge Candy Day.” The campaign resulted in extensive local and national news media coverage, including more than 10 live TV broadcasts, print and online coverage, and hundreds of social media mentions. We even received a shout-out from U.S. Senator Chuck Schumer and a mention in The New York Times travel feature. Pretty sweet!