| Title | GRANDMA-TESTED GOODNESS |
| Brand | FERRERO |
| Product/Service | KINDER A COLAZIONE |
| Category |
C02. Brand Experience: Digital & Social |
|
Entrant
|
VERBA (DDB GROUP ITALY) Milan, ITALY
|
|
Idea Creation
|
VERBA (DDB GROUP ITALY) Milan, ITALY
|
|
Production
|
INDIANA PRODUCTION COMPANY Milan, ITALY
|
Credits
| 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.
Creative Execution
The grandmas’ adventures were posted on the Kinder website and social media channels (Facebook and YouTube) from October 21 to December 2, 2016. Starting with their being called into action across Italy and continuing with their journey to Kinder’s factory, their careful inspection and their final judgment. Their adventures were also aired as video banners and editorial projects, which were widely reported on by newspapers, food bloggers and influencers invited to meet and interview the grandmas right after their experience.
More than 6 million views, +40% Site traffic, 30% of Awareness.
Likeability 82% (Source: Ipsos Connect Dec 2016). Reach 30%.
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).
Italian grandmas, our story’s protagonists, managed to entertain, reassure, move and convince our entire target of Italian parents and families. And with nothing more than the strength of their friendliness, expertise and experience, they gained more approval and affection than any celebrity ever used by Kinder before them.
“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.