This celebratory season, beloved candy brand BRACH’S is teaming up with Macklemore and TikTok sensation Barbara “Babs” Costello from Brunch With Babs to bring generations together for a holiday tradition exchange. “Families of all generations are eager to keep holiday traditions alive, and many want to learn and try new things as families grow and evolve,” Lauren Holtz, Director of BRACH’S Seasonal Marketing at Ferrara Candy Company, said in a press release. “BRACH’S candies, specifically our candy canes, are synonymous with holiday memories and beloved by every generation. Our Sweetness Swap aims to bring people of all ages together this season to make moments sweeter with meaningful connections and stress-free celebrations.” To bridge the gap, BRACH’S Sweetness Swap will kick off on Dec. 4, with the Grammy award-winning artist and dad-of-three, along with the internet’s favorite holiday-loving grandma, recreating one another’s favorite holiday activities that make moments sweeter for their families every year. Fans can tune in via Instagram Live at 7 PM EST to watch the festivities via @Macklemore and @BrunchWithBabs’s profiles. “I love the holidays and always look forward to spending time with family and friends and getting a free pass to eat all the candy – and you know BRACH’S Candy Canes are always a go-to!” Macklemore said of the event. “I’m excited to partner with BRACH’S and Babs from Brunch with Babs to pass along some holiday spirit and share a couple of our favorite traditions.” After Macklemore and Babs initiate the swap, fans nationwide will be invited to participate by submitting their own holiday traditions at BRACHS.com/SweetnessSwap in exchange for a different activity shared by someone from another generation and a free box of BRACH’S Candy Canes (up to the first 5,000 claimants). Submissions will be open from Dec. 4 – Dec. 16, and fans will receive e-cards from BRACH’S suggesting a new fan-submitted way to sweeten up their holidays beginning Dec. 19. “Holiday traditions are truly the heart of every season – I’ve collected and passed down so many from friends and family over the years to enjoy with my kids and grandchildren,” Babs noted. “There are plenty of fun things you can do with candy to mark the occasion, and BRACH’S is not just America’s favorite candy cane brand, they’re my personal favorite as well. I can’t wait to trade holiday traditions with Macklemore to see how his family celebrates and have him (and you!) try one of mine.” Send in your swap submissions online and don’t forget to check out the Instagram Live kickoff session, as the brand may have even more sweet surprises in store! More News: • Sheryl Lee Ralph Slays the AMAs in Busty Barbiecore Gown • John Legend Posts Sweet Photo of His Kids Joining Him on ‘The Voice’ • Tori Spelling Reveals Family Holiday Card With Husband Dean McDermott and Kids
