Both Berry and Smith credit their early days hawking chocolate with teaching them the grit and communication skills that eventually propelled their athletic careers. Berry, who used funds to support his youth football journey, and Smith, who raised money for his honors choir in Houston, now serve as the faces of a company-wide evolution. This initiative aims to shift the perception of fundraising from a simple financial transaction to an exercise in personal development, resilience, and entrepreneurial spirit.
World's Finest Chocolate Taps College Stars for Fundraising Push
LSU running back Harlem Berry and UCLA wide receiver Leland Smith are trading their jerseys for chocolate bars to headline the new "Let Them Reign" campaign. The iconic fundraising brand is leveraging the athletes' personal histories as former child sellers to rebrand its traditional model for a new generation of students.
Beyond the marquee athlete partnerships, the campaign spotlights "Reign Makers"—young top sellers like 14-year-old Bentley and 9-year-old Noah, who are currently using the platform to fund extracurricular goals. This pivot coincides with a significant brand refresh for the Chicago-based company, which has not updated its packaging in a decade. CEO Eddie Opler is steering the third-generation family business toward a modernized approach, including a move to a $2 price point for bars and the upcoming launch of WFCentral, a digital application designed to streamline campaign management for organizers.
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