Ferrero in £14m push to double market share

Ferrero is to push its Kinder Surprise range on television for the first time in seven years as part of a £14m investment in its brands. The sweet maker aims to double its share of the children’s confectionery market.


The ads will stimulate interest in the brand ahead of planned new product launches later in the year.

The first stage of the investment will see a £4m campaign for Kinder Surprise, which uses 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 campaign launches on 7 February and will be followed in July by the first TV advertising in the UK for Kinder Chocolate.

The TV ad, developed with communications agency Krow, will be supported by radio, below-the-line promotions and in-store activity.