Ferrero, the Italian confectionery manufacturer, is understood to have appointed Leagas Delaney to handle pan-European advertising for the flagship Ferrero Rocher brand. The account is thought be worth about &£5m.
Leagas pitched against a number of undisclosed agencies to win the business, thought to cover countries that do not have a retained agency (MW March 30). It is expected to handle the business through its Italian office. The appointment does not affect the UK account handled by WCRS.
It is not known if the company’s internal agency, Pubbliregia, which was believed to be the incumbent, pitched for the business. It created the long-running 1980s ambassador’s party campaign.
The new appointment follows a number of changes to UK market arrangements. Last year, Ferrero appointed Clemmow Hornby Inge to handle the &£4m Kinder Bueno account. It also works with WCRS on Ferrero Rocher and Tic Tacs, and with Nitro on Giotto, the adult biscuit brand.
Ferrero has been seeking to build its share of the UK market through its Kinder brand over the past year. It has boosted the portfolio with the launch of Happy Hippo and Kinder Country.
Earlier this year, it launched a new brand icon, Mama Kinder, to support the launch of Happy Hippo Cocoa Cream.
The campaign, created by WCRS, was intended to create “emotional equity” with mothers.