2017 Promo & Activation

GRANDMA-TESTED GOODNESS

TitleGRANDMA-TESTED GOODNESS
BrandFERRERO
Product/ServiceKINDER A COLAZIONE
Category A01. Fast Moving Consumer Goods
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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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).

Explain why the method of promotion was most relevant to the product or service

We called into action the top authorities on the subject of genuineness in Italy: grandmas. For their grandchildren’s sake, they agreed to set off to check the way Kinder makes its prepackaged sweet snack. Through their experience, we managed to open the factory gates for all Italian parents and relatives, showing them how genuine Kinder products are. Reassuring not only those that already use the product, but most importantly the skeptical ones too.

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.