Thursday, 3 February 2011

Ferrero Invests £14 million into the Kinder Kids Portfolio

On Monday 7th February Kinder Surprise, the UK’s no.1 kids confectionery line[1], will return to our TV screens for the first time in seven years as Ferrero UK invests £4m into a brand new advertising campaign. This forms part of Ferrero UK’s £14m investment over the next 12 months into the Kinder Kids portfolio. 

Using the magic of ‘stop frame’ animation, the ad literally brings Kinder Surprise to life, demonstrating the unique 3- in-1 – treat, discover, play – experience provided by the Kinder Surprise egg. Two exciting new adverts form the campaign; one which promotes Kinder Surprise only and the other which introduces as well Kinder Chocolate are both connected by the strapline ‘Invented for Kids’. They aim to encourage parents and children to unite in play and enjoyment whilst reminding them of the inimitable experience offered by Kinder Surprise.Produced in collaboration with the communication agency Krow and directed by Pes, widely regarded as one of the top stop frame animators in the world, the adverts will be aired across the UK and Ireland on TV and ‘view on demand’ services as of Monday 7th February 2011.

Mauro De Felip, Marketing Director for Ferrero UK, said: “We’ve had a break, but we’re back, and better than ever before. This is a significant investment into the Kinder Kids portfolio for Ferrero UK, particularly the £4m into the Kinder Surprise TV advertising campaign, which will see the brand gain a 17 percent share of voice making it the 2nd highest spender in kids confectionery[2]

“We believe there is huge potential for the growth of Kinder Surprise as well as the other products in the Kinder Kids portfolio in the UK. This campaign aims to bring the brand back to the forefront of people’s minds and remind them of the pleasure Kinder Kids products provide.

“We hope the new campaign will encourage children and parents alike to rediscover the enjoyment and entertainment of Kinder Surprise.”

The remainder of the £14m investment has been used to support TV, radio, below the line promotions and in-store activity for both retailers and wholesalers. 

Launched in the UK in 1974, the Kinder Surprise brand is now worth £25m in the region, growing 8 percent year-on-year in line with the kids confectionery category[3]. Kinder Surprise is a key part of the Kinder Kids portfolio, which also includes; Kinder Chocolate, Kinder Happy Hippo and Kinder Seasonal products. 

[1] AC Nielsen, Kids Confectionery, Total Coverage, Value Sales MAT 25.12.10

[2] Based on Sept to Aug 0910 Kids Confectionery media spend
[3] AC Nielsen, Kids Confectionery, Total Coverage, Value Sales MAT 25.12.10
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