Ferrero is hoping to drive sales in the chocolate countlines market, with the introduction of a 50p price marked pack across its Kinder Bueno singles range.
Available for nine weeks from 21 May, the activity aims to allow retailers to communicate value to shoppers and capitalise on the brand’s current momentum.
The brand has seen a +26% growth as a result of the recent ‘Indulgence Lightly Done’ campaign which included TV advertising and a ‘try me free’ mechanic.
Levi Boorer, customer development director, Ferrero UK & Ireland, said:
“We have made a substantial investment in the price-marked pack activity across our classic and white variants, as we know it is a very popular form of promotion amongst independent retailers.
“During the promotion, retailers will also receive excellent value, benefiting from promotional cases in-depot of ‘30 Kinder Bueno for the price of 24’ giving retailers six free packs in each case.”
“Research shows that price-marked packs are critical in achieving positive price perceptions in store, with an impressive 44% of shoppers likely to purchase an item on impulse when price marked.
“This impact is even greater within the highly impulsive confectionery category, and as consumer awareness of Kinder Bueno heightens, the price-marked packs are set to significantly impact impulse retailers.”
“Retailers can maximise this incremental sales opportunity by stocking up on price marked packs and merchandising effectively to engage both new and existing customers and drive frequency of purchase.”
Kinder Bueno is one brand in the Ferrero portfolio which also includes, Ferrero Rocher, nutella, Kinder Surprise, and tic tac.
A full support plan throughout the year incorporating TV, press advertising and PR, is designed to further drive sales.