Treats for the imagination
The Kinder brand is set to unlock additional sales for retailers this Easter with the launch of Kinder Surprise Storymakers. Kinder Surprise will encourage children and their parents to create a unique story online, building on the insight showing that 95 per cent of mums believe it is important for their children to use their imagination on a regular basis.
The Kinder Surprise Storymakers promotion will reinforce the ‘Treat for the Imagination’ strapline, by encouraging kids and their parents to create a story online about their Kinder Surprise toy, which will be captured in a real personalised storybook that can be treasured as a keepsake.
Kinder Surprise Storymakers will appear on all Kinder Surprise packaging from March to May, driving shopper interest further with vibrant packaging. Consumers will be able to enter their stories online, with the chance of being one of 100 to win their personalised book every day.
Levi Boorer, customer development director, Ferrero, comments: “Kinder Surprise experienced its best ever Easter in 2014, attracting more buyers and reaching £16.4m value sales. Story time still remains a special bonding time between parents and their children and by stimulating a child’s imagination further with Kinder Surprise Storymakers, we can not only give parents creative work from their children that they can proudly display but also give children a fun activity to take part in during the Easter period.”
Ferrero Rocher will increase the distribution of newly launched Grand Rocher as it becomes available to all retail channels. Grand Rocher will include the classic, delicious hazelnut and chocolate outer shell at a larger scale and will contain two individual Ferrero Rochers wrapped together in the iconic Ferrero packaging, tied together with a gold ribbon, making it the perfect gifting option. RRP £4.99
Ferrero Rocher will return to TV with its £7.3m campaign on 23 February 2015, following the launch of its NEW ‘Magic Tree’ creative during the Christmas period. The advert will focus on the unique taste of the product alongside having a strong emphasis on special sharing, which will aim to drive awareness and trial among potential shoppers by featuring the tagline ‘Make your moments golden.’ The campaign will be supported with video on demand, digital, press and sampling.
Raffaello will also receive outdoor support, digital and sampling during the lead up to spring, encouraging trial and continued awareness of the product. Alongside the Ferrero Rocher Mini Cube pack, Ferrero will be launching a seasonal Mini Cube pack of Raffaello, containing six almond and coconut treats. The pack will feature a fresh spring design making it an ideal seasonal present, especially for Valentine’s Day and Mother’s Day. RRP £2.99.
Following the launch of Ferrero Golden Gallery in September, the premium assortment range will be further leveraged during spring, making for a luxurious gift for loved ones. Ferrero Golden Gallery contains individually-wrapped chocolates including: Ferrero Rocher, Ferrero Rondnoir, Ferrero Cappuccino, Ferrero Manderly, Mon Cheri, Ferrero Tenderly Nougat and Ferrero Tenderly White. The product is set to grow the assortments category in spring 2015 by offering shoppers greater choice for their various gifting occasions. Ferrero recommends ranging Golden Gallery alongside Ferrero Collection in order to drive incremental purchases. The new range will be available in a 22 pack RRP £7.99 and a 45 pack RRP £14.99.
“Ferrero’s performance was exceptional during spring 2014, with sales up +22% year on year,” comments Boorer. “The brand outperformed the boxed chocolate market across all spring occasions, continuing to bring in new shoppers with its seasonal offering, with special remaining the dominant sector accounting for 43 per cent of sales. It is important that retailers continue to complement our core range and excite consumers in store, stocking core and seasonal together on shelf in order to maximise sales.”
