We gave Canadians less, so they could give more.

Every holiday season, Turtles invites Canadians to share the love. But this year, we asked—what if giving didn’t mean more, but less?

Enter #UnboxLove, a bold, PR-driven campaign built around a single missing Turtle. Our limited-edition tins were deliberately short one chocolate, and that missing piece became something far more meaningful—a $100 prepaid Visa card for a family in need.

In a season of excess, we challenged Canadians to rethink generosity. And they didn’t just accept it—they ran with it. Demand for the tins surged, social feeds lit up with conversation, and before we knew it, we were completely sold out.