Kinder targets Cadbury with first UK campaign

Ferrero is to launch the first stand-alone campaign for its Kinder Chocolate range in the UK in a bid to steal share from Cadbury and Mars in the children’s confectionery category.

Tesco

The campaign, which launches with a TV ad next week (16 April), uses animated characters to demonstrate its ‘Invented for kids, approved by mums’ proposition.

The spot will run for a seven-week period initially and will be backed by sampling, press and PR activity.

Ferrero claims that the Kinder Chocolate brand has grown 14% in sales value over the last 12 months and is significantly outperforming the kids chocolate category. Value sales were up 47% for the seven weeks to 25 December 2011, according to Nielsen.

Mauro De Felip, marketing director for Ferrero UK & Ireland, says the brand aims to grow its market share in the UK over the next five years by building on the success it has had in central Europe.

He adds: “Kinder Chocolate has a loyal consumer base, in the past year alone we have introduced an additional half million customers to the brand. We are confident that this will increase consumer awareness and move us towards our aim building a distinct, recognisable and modern personality for Kinder Chocolate in the UK & Ireland.

“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.”

Previously the product has appeared on UK screens as part last year’s Kinder Surprise TV campaign.

Recommended

Vogue

Condé Nast recruits for film push

Seb Joseph

Condé Nast is accelerating plans to launch films and TV shows based on its brands by hiring two senior executives to help develop projects produced by its entertainment division.

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now