GRANDMA-TESTED GOODNESS

TitleGRANDMA-TESTED GOODNESS
BrandFERRERO
Category A09. Social Data
Product/ServiceKINDER A COLAZIONE
Entrant VERBA (DDB GROUP ITALY) Milan, ITALY
Idea Creation VERBA (DDB GROUP ITALY) Milan, ITALY
Production INDIANA PRODUCTION COMPANY Milan, ITALY
Credits
Name Company Position
Luca Cortesini Verba (DDB Group Italy) Executive Creative Director
Michelangelo Cianciosi Verba (DDB Group Italy) Executive Creative Director
Elsa Tomassetti Verba (DDB Group Italy) Senior Copywriter
Domenico Prestopino Verba (DDB Group Italy) Senior Art Director
Laura Fratini Verba (DDB Group Italy) Head of Digital Planning
Barbara Damonte Verba (DDB Group Italy) Account Director
Riccardo Calò Verba (DDB Group Italy) Account Manager
Giacomo Boeri Indiana Productions Director
Stefano Etter Indiana Productions DOP
Karim Bartoletti Indiana Productions Executive Producer
Martina Zambeletti Indiana Productions Producer

The Campaign

Grandma-tested goodness. The top authorities on the subject of genuineness were called into action across Italy. So, a determined task force of real italian grandmas set off to inspect the factory where they make Kinder sweet snacks. They scoured every corner, checked the ingredients and asked the most inconvenient questions. They also made their remarks, gave a few tips and did some tasting too. Before handing down their final judgement.

More than 6 million views, + 40% Site traffic, 30% of Awareness. Over 70 million Media impressions. Perception of product quality +21%, Perception of overall genuineness +25%, Brand differentiation +26%, Intention to buy + 25%. (Compared to Ipsos Connect parameter, source: Ipsos Connect Dec 2016). Consideration: industry best in class. (Source: Google Brand Survey).

The idea for the operation came from information gained by listening to consumers on the web: their need for reassurance and transparency about genuineness and the production process encouraged us to open Kinder’s factory doors to the most expert and formidable judges ever on the subject of genuineness.

“They are full of additives and junk.” “Who knows what they put in them.” “Give kids bread and jam, there is no comparison!” These are just some of the comments to emerge from social and digital listening, showing that families were becoming more and more suspicious. To reassure them that Kinder sweet snacks were genuine, we couldn’t just say so, we needed to prove it. That’s why we decided to open Kinder’s factory doors to the most expert and demanding food creators ever: Italian grandmothers.