Ferrero invests £14m in Kinder Surprise push
Ferrero is to push its Kinder Surprise range on TV as part of a £14m investment by the confectionary manufacturer.
The push will see Kinder Surprise range return to TV for the first time in seven years as Ferrero aims to double its share of the children’s market and comes ahead of planned new product launches later in the year.
The first stage of the investment will see a £4m campaign for Kinder Surprise using stop-frame animation to demonstrate its “treat, discover, play” proposition.
Ferrero marketing director Mauro De Felip says: “We’d like to communicate the core values of the brand and remind parents about the uniqueness of the Kinder Surprise.
“The Surprise campaign is the first step but we’re focusing on the long-term strategy for Kinder. We want to grow the category by developing other lines under the brand.”
The TV ads, developed by Krow, will appear from 7 February, followed in July by the first TV advertising in the UK for Kinder Chocolate. Radio, below-the-line and in-store activity will also feature in the campaign.