First TV ad for Kinder Chocolate
Ferrero’s Kinder Chocolate brand is set to hit UK TV screens for the first time on 16th April with an engaging multi-million pound campaign that runs for seven weeks. Kinder Chocolate is significantly outperforming the Kids Chocolate category (+47%) and this new TV ad, partnered with the introduction of a Kinder Chocolate price marked pack (PMP) is perfectly positioned to drive huge consumer demand and category growth.
The new advertising campaign reflects the true values of the brand using an animated mother and child, highlighting Kinder Chocolate’s unique product attributes as a tasty treat containing 33% milk with no artificial colours or preservatives.
The entertaining yet reassuring tone focuses on emphasising that Kinder Chocolate is the ideal choice for mums looking for great tasting, 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 clearly embraces these credentials – ‘Invented for kids. Approved by mums.’
Levi Boorer, customer development director comments, “Kinder Chocolate has a loyal consumer base and in the past year, has attracted an additional half million shoppers to the brand. By focusing on the unique selling points of the delicious chocolate treat in the new TV ad, we are confident it will drive huge consumer awareness and have a positive impact on Kinder Chocolate base sales. Kinder currently has the number one media spend within the Kids confectionery category and this new TV ad will see our spend double, in turn driving incremental category growth. We encourage retailers to maximise this opportunity and stock up on Kinder Chocolate.”
Kinder Chocolate will also be introducing a £1 price flash on its 8 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. Price marked packs are critical in achieving positive price perceptions in store, with an impressive 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 set to significantly 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.
