Ferrero is driving awareness of its Kinder Chilled range this year with its first ever UK TV advert for the treat portfolio. The £1.8m campaign will be on air through January until mid-February and focusses on the Kinder Milk Slice – the treat that launched the brand into the chilled category in the UK in 2019.
The creative is centred on cementing brand trust amongst both existing and new shoppers by driving awareness of the positive credentials of Kinder Milk Slice and the Kinder Chilled range. In a category that sees shoppers place a lot of value in the quality of products, the Kinder Milk Slice is poised to appeal to families as it contains 40% milk and is 118 calories per slice.
Levi Boorer, Customer Development Director at Ferrero, comments: “The kids chilled snacking category, currently worth £215m[1], represents a significant opportunity for retailers. Since its launch last year, Kinder Chilled has been very well received, but there is still an opportunity to gain further interest with shoppers by reducing the barriers that some face around perceptions of the category. We know that milk snacks are impulsive purchases and aren’t normally featured on shopping lists, so our new TV campaign will play a key role in generating awareness and reinforcing the great value proposition that Kinder Milk Slice brings to the market.
“With no artificial colourings or preservatives, and made from 40% milk, Kinder Milk Slice provides parents with the reassurance of a high-quality snacking product from a brand they can trust. What’s more, they’re wrapped in individual portions, making them a convenient treat that can be enjoyed at any time.”
Kinder Milk Slice and Pingui are available as single serves or multipacks, which gives parents a variety of options.
Targeting parents and adults, the campaign will reach 74% of the desired audience in its initial two-month burst, and will be supported by in-store and online activity.
[1] IRI Chilled Market Data, MAT 27.12.2020
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