| Title | GRANDMA-TESTED GOODNESS |
| Brand | FERRERO |
| Product/Service | KINDER A COLAZIONE |
| Category |
C04. Audience Targeting / Engagement Strategies |
|
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
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).
The Situation
Through the experience and opinions of a group of grandmas, the top authorities on the subject of sweet snacks and genuineness, we reached and reassured a much broader target: all Italian families that already use the product and most importantly the skeptical ones too.
The grandmas were better loved and more popular than any celebrity or testimonial Kinder has ever hired on and off line. Their experience gained the attention not only of our public, but also of food websites and blogs and even of news outlets.
The Strategy
All kids love prepackaged sweet snacks, but what about Italian parents and relatives? Social and digital listening showed 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.
Their opinion after the visit was reported by bloggers, influencers and daily newspapers, and the resonance of their experience allowed us to open the Kinder factory’s doors virtually for all Italian families.