The National Confectioners Association (NCA) has launched “Sweet Land of Liberty,” a year-long campaign marking the 250th anniversary of the United States Declaration of Independence.
The initiative is designed to celebrate chocolate and candy as a quintessential American manufacturing success story, while reinforcing the sector’s long-standing contribution to the US economy and national identity.
Digital-first advocacy approach
As part of the campaign, the association is incorporating emerging technologies into its communications strategy. This includes the creation of an original song, also titled “Sweet Land of Liberty,” developed using AI-powered tools.
The move marks what NCA describes as the first time a trade association has produced and released an anthem to support a national advocacy effort, creating a distinctive audio identity for the campaign.
Nationwide activations planned
The campaign will feature a strong presence in Washington, D.C. as well as across the country throughout 2026. Planned activities include major event partnerships, seasonal activations and a coordinated digital advertising push.
Key moments will include a National Candy Month celebration and “Random Acts of Sweetness” initiative in June, alongside visibility at the Sweets & Snacks Expo in May and the rollout of campaign-branded merchandise.
Sector highlights economic impact
The campaign also underscores the scale of the confectionery industry as a manufacturing employer and economic contributor in the US.
The sector generated approximately $55bn in retail sales in 2025 and is projected to reach $62bn by 2030. NCA member companies directly employ nearly 58,000 people across around 1,600 manufacturing facilities spanning all 50 states.
Beyond direct employment, the association notes that each confectionery manufacturing job supports a further 11 roles across related industries, reinforcing the sector’s broader economic footprint.
John Downs, president and CEO of NCA, said: “Chocolate and candy are woven into the fabric of American life as an essential part of our celebrations, traditions, and shared history.
“For more than 250 years, the confectionery industry has not only crafted the treats we love, it has also powered economic growth and strengthened communities across the country. From local manufacturers to iconic brands, confectionery reflects the ingenuity, innovation, and entrepreneurial spirit that define America’s past, present, and future.
“Through Sweet Land of Liberty, we’re activating a creative and groundbreaking campaign that uses innovative storytelling to bring this narrative to life and highlight the economic impact of confectionery and the unique place chocolate and candy hold in American culture.”
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