Publicis sweeps up £4m Ferrero

Ferrero has put Publicis on its ad roster for the first time, appointing the agency to handle the £4m advertising business for the flagship Ferrero Rocher brand.

The previous incumbent, Banks Hoggins O’Shea/FCB, split with Ferrero earlier this year after a row over creativity. The agency took the account in 1999, in a move that marked the end of the much-derided “Ambassador’s reception” campaign.

Ferrero roster agencies WCRS – which handles Tic Tac after winning the business at the beginning of this year from Banks Hoggins – and Kinder Surprise agency Leagas Delaney are both believed to have pitched for the Ferrero Rocher business. Publicis’ first work will be to create a £3m Christmas TV campaign.

Ferrero marketing director Neil McIntosh claims that the brand will be the number-one spender in the boxed chocolate category on TV this Christmas: “Rocher has seen significant growth in the UK over the past two years. The new campaign will enhance its ‘giving and sharing’ appeal.”

Publicis is the agency of record for Nestlé brands Carnation, Herta Meat & Frankfurter and Nestlé Condensed Milk. Nestle’s lead agencies on confectionery are J Walter Thompson and Lowe.