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Lindt × Moonpig: AI-Personalised Gifting, Made Personal
“To Tia. Thank you for your kindness and patience and all the little things.”
That line was written by AI, for one person, in a few seconds, then printed and stuck to a box of Lindt LINDOR chocolates for Tia to receive. At a Moonpig event, we built a touchscreen experience that did the same for every guest who stepped up to it: type a name, and walk away with a gift that feels like it was made for someone in particular. Over five hours, guests made more than 400 of them.
The brief
Moonpig is built on personalisation: cards and gifts with a name and a message that belong to one person. Lindt LINDOR brought the chocolate. Together, the two brands wanted guests at a Moonpig event to do more than pick up a free box. They wanted each guest to give it to someone, with a message that sounded like it came from them.
The challenge is that a personal message is hard to write on the spot. Most people stare at a blank card and end up with “Happy birthday, love from…”. Our job was to take that pressure away, so that anyone could make something thoughtful in under a minute, with no typing beyond a first name.
How it worked
A guest walks up to a large touchscreen styled in Lindt red and gold, under the line “Make it personal”. From there it takes four taps and a name:
- Who’s it for? Type the recipient’s first name on the on-screen keyboard.
- What’s the occasion? Pick from Birthday, Anniversary, Halloween, Thank You or “You’re special because…”.
- Choose your style. Modern, Elegant or Luxury, each with its own gold label design.
- AI writes the message. While the screen shows “AI magic is happening”, the message is written for that name and occasion.
The guest then sees their finished label on screen. If the message isn’t quite right, they tap Refresh Message for a new one. When they’re happy, they tap Print Label, and the screen gives them a number in the print queue.
The label prints straight away at the counter. The Lindt team sticks it to a box of LINDOR and hands the finished gift to the guest, ready to give.
Why AI made the difference
A template with a name dropped in feels like a template. What makes these labels land is that each message is written for its occasion and its person, so each guest walks away with words written for their recipient. A few that guests printed on the day:
- To Katie: Wishing you a day of big smiles and a celebration to remember.
- To Henry: You’re special because you make people feel valued and it is truly lovely.
- To Mum: Wishing you a night of delightful tricks and treats to make you smile.
- To Mr and Mrs F: Here’s to the happiness you have found and all the joy still ahead.
The AI does the part people find hard, finding the words, and leaves the guest in charge. They choose who it’s for, the moment and the look, and they can refresh the message until it sounds right. The result still feels like their gift, not the machine’s.
It also scales. Writing something thoughtful by hand takes minutes per card. Here, every guest got a printed, branded label with a message written for them, at the same quality in hour five as in minute one.
On the day
More than 400 entries in five hours, about 80 an hour, or one every 45 seconds.
The stand stayed busy all day, with guests often gathered several at a time around the screen. Behind the counter, the Lindt team matched each printed label to its queue number and boxed it up. By the end, the table was covered in labels: “To Archie”, “To Aisha”, “To Nigel”, even “To Me”. Each one was a box of chocolates on its way to someone specific.
What brands can take from it
Personalisation used to mean a name in a mail merge. With AI it can mean a message written for one person, made live, in front of them, and turned into something they can hold. That changes what an event activation can be: not a giveaway, but a gift the guest creates for someone else.
The same approach works wherever a brand wants people to leave with something that feels made for them: a personalised label, a card, a print, a recommendation. The ingredients are simple. Keep the guest’s input to a few taps, let AI do the writing, give people the final say, and make the output physical and instant.
If you’re planning an event or activation and want guests to make something personal, get in touch. We’d love to show you what’s possible.
