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"I have loved Lindt since I was little and I am really proud to be a part of the Lindt family.”– Roger Federer
Both Roger Federer and our Master Chocolatiers exemplify Swiss excellence, passion and dedication – whether on the tennis court or in the kitchen. We are proud to have our iconic Swiss creations associated with such an iconic Swiss personality. Federer’s incredible charisma boosted the global awareness and popularity of the Lindt brand – making the long-standing partnership a success story for both sides.
An Unbeatable Double
Like us, Roger Federer pursues perfection in everything that he does. It is this attitude that has made him one of the most successful tennis players of all time – and one of the greatest ambassadors. Since he started representing Lindt & Sprüngli, Federer has ceremoniously opened a number of Lindt shops around the world – including the Chocolateria at our headquarters in Kilchberg, the largest Lindt boutique in the heart of Paris and the Lindt Chocolate Heaven on the Jungfraujoch. More on that below!
Reaching New Heights
On 14 July 2014, Roger Federer and American ski racer Lindsey Vonn went head to head 3454 metres above sea level. The match officially inaugurated the Lindt Swiss Chocolate Heaven on the Jungfraujoch, the highest Lindt chocolate shop in the world. Curious to see who won?
Giving Joy
The essence of chocolate is joy. Over the years, Roger Federer has supported us in conveying that message – including helping the less fortunate through the organisation of charitable projects in Switzerland and Africa.
In 2010, Federer participated in ‘Match for Africa’, with Rafael Nadal in Zurich. Later in 2014 he went head-to-head with Stan Wawrinka in the second of these charitable matches. Federer is also involved with the Winterhilfe Schweiz empowerment fund which invites children from disadvantaged families to participate in fun activities. As part of this programme, Federer welcomed children to an unparalleled chocolate event at Kilchberg’s Chocolateria in 2013. In 2018 he helped arrange a special performance by the Swiss National Circus Knie. Both events were an overwhelming success!
Lighting Up The World
Roger Federer’s energy and enthusiasm light up all his endeavours. This was particularly true in 2010 when he was involved in the terrific light show at the chocolate factory in Kilchberg. At the flip of a switch Feder and Lindt CEO and Chairman Ernst Tanner lit up our headquarters with fabulous winter projections by Gerry Hofstetter - much to the delight of over 8,000 visitors.
This dazzling event also featured a children’s carousel and a Santa Claus who invited children tell him their wishes. Before heading home, each child could put their Lindt chocolate wish list into a box. Five lucky winners were then chosen every weekend over the course of advent.
Federer also lit up faces in April 2017 when he made wishes come true by visiting 700 children in 10 children’s hospitals across Switzerland with Easter surprises and an eventful Easter world. In addition, Lindt & Sprüngli donated CHF 75,000 to three children’s hospital for individual projects.
Asian Fan Club
In 2019, the Lindt campaign developed in cooperation with the popular Chinese actress Xin Zhilei became a social media sensation – garnering over 90 million clicks in next to no time.
Meeting Roger Federer
Every year since 2015, Lindt & Srüngli organises a meet-and-greet with Roger Federer at the Lindt headquarters. The special day also includes chocolate-themed activities and experiences.
"My hands are shaking"