The Food & Drink Innovation Network

April 16th, 2012

Ferrero’s Kinder Chocolate brand is set to hit TV screens for the first time on 16 April with a multi-million pound campaign that runs for seven weeks.

Kinder Chocolate is currently outperforming the Kids Chocolate category (+47%) and this new TV ad, partnered with the introduction of a Kinder Chocolate price-marked pack (PMP) is positioned to drive consumer demand and category growth.

The new advertising campaign communicates the values of the brand using an animated mother and child, highlighting Kinder Chocolate’s product attributes as a treat containing 33% milk with no artificial colours or preservatives.

The entertaining and reassuring tone focuses on emphasising that Kinder Chocolate is a choice for mums looking for suitable treats for their kids.

Kinder Chocolate comes in two child-friendly portions, in bite-sized pieces to encourage responsible and moderate consumption.

The new strapline embraces these credentials – ‘Invented for kids. Approved by mums.’

Kinder Chocolate will also be introducing a £1 price flash on its eight pack of Kinder Chocolate Bars, from the end of May until the end of July to benefit its impulse customers.

A 20p price-marked pack will also be available on single Kinder Chocolate Bars from selected wholesalers.

Kinder believes price marked packs are critical in achieving positive price perceptions in store, with 44% of consumers 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 Chocolate heightens with the TV advertising, the price marked packs are aiming to impact impulse retailers.

Kinder Chocolate is a key element in Ferrero’s ambitious plans to double the size of its business in five years and so continues to invest heavily in the unique chocolate bars.

A full support plan incorporating TV, press advertising, PR, and sampling is designed to further drive sales and increase penetration.