BATON ROUGE — World's Finest Chocolate announced its first-ever name, image and likeness partnership with LSU running back Harlem Berry on Wednesday. 

NIL partnership is part of World's Finest Chocolate's "Let Them Reign" campaign, which encourages kids to fundraise to help build confidence, communication skills, resilience and entrepreneurial thinking. The company also signed UCLA wide receiver Leland Smith.  

Berry and Smith say they both participated in the fundraiser growing up to help fund activities that were important to them. 

Berry first sold World’s Finest Chocolate in middle school to help fund his football journey.

“Partnering with World’s Finest Chocolate now feels like a full-circle moment, and I hope my journey reminds kids that the effort they put in today can help open the door to the opportunities they're dreaming about tomorrow,” Berry said in a prepared statement. 

Smith said he used the fundraiser in fourth grade to support his honors choir program.

“As a kid, selling World’s Finest Chocolate allowed me to participate in Youth Choir, which was such an important way to uplift and bring my community together,” Smith said.

The campaign will also feature stories of young people from across the country highlighting how fundraising helped them reach their goals. 

“The 'Let Them Reign' campaign reflects our belief that today’s fundraisers should do more than meet a financial goal. They should help kids build life skills, bring communities together, and create access to the experiences that help young people grow,”  Eddie Opler, CEO at World’s Finest Chocolate, said.