Dive Brief:
- Kinder Chocolate on Friday debuted “Simply Wonderful,” the Ferrero brand’s first campaign since its U.S. launch in 2023, per details shared with Marketing Dive.
- The effort includes a 30-second spot, “Cowboys,” that brings to life a child’s imagined version of how the confection is made. Additional “Wonderful Bites” content features kids’ unscripted ideas about the brand.
- The campaign was crafted with creative lead agency Anomaly and airs across television, digital video and social platforms.
Dive Insight:
Kinder Chocolate’s first brand campaign since being introduced in the U.S. by parent company Ferrero uses a for-kids-by-kids approach to connect with its target audience. The brand’s flagship product was created in 1968 by Ferrero founder Michele Ferrero with children — and their little hands — in mind.
“The idea behind the campaign was to [explain] the uniqueness and the simplicity of our recipe and our product through the kids’ imagination,” said Mattia Ballauco, Kinder’s senior brand innovation manager. “For us, that is a product that has been created with kids in mind, so it’s important that kids hear a story directly from other kids.”
“Cowboys,” which is running across several channels, shows two children enjoying Kinder Chocolate and wondering how it’s made. A young girl narrates a tale of how cowboys get milk for the confection’s filling from friendly, talking cows and mine for chocolate in “Choco Creek,” before adding, “but that’s just what I heard.”
The cinematic spot will be joined by short-form content that depicts kids hypothesizing about the candy and sharing stories of mermaids, pixies and far-away galaxies. The “Wonderful Bites” content was unscripted and created as a dedicated asset for social channels.
“This was really spontaneous,” Ballauco said. “There wasn’t any prompt, there was just imagination from them in front of the camera.”
Stagwell shop Anomaly was brought on board by Ferrero as part of an agency overhaul last summer, Ad Age reported. Privately held Ferrero in February reported an 8.9% increase in revenue compared to the previous fiscal year.
