Leagas Delaney nets European Kinder relaunch

Leagas Delaney has won the brief to relaunch Ferrero's flagship

children's brand, Kinder Surprise, across Europe in a pitch against the

Ferrero roster agency, Banks Hoggins O'Shea/FCB, and the company's

in-house agency.

It is a key win for Leagas Delaney, which is reeling from the loss of

its biggest international client, Adidas, at the end of last year.

Ferrero is keen to modernise the brand and is planning a fundamental

change in the product to keep it relevant to children, brought about by

the rapid changes in the toys and the entertainment market. The hiring

of a pan-European agency is a step-change for Ferrero, which has largely

used local agencies or in-house capabilities.

Leagas Delaney will produce a campaign to run in Germany, France, Italy,

Spain and Portugal, which will break in February in the UK. The agency

hopes further countries will also be added to its remit. The executive

creative director, Tim Delaney, said: "Kinder Surprise is one of the

world's most successful children's brands. It's our job to make sure it

remains relevant and appealing in the 21st century."

The appointment of Leagas Delaney comes a week after WCRS won Ferrero's

UK Tic Tac account from BHO/FCB. WCRS also won the £4.5 million UK

account for Kinder Bueno in November. It is unclear whether WCRS will

handle international work for the Bueno brand, as Ferrero makes

continental TV campaigns for the brand in-house.

Ferrero spent £4.5 million on the launch of Bueno in the UK in

2000 and, according to AC Nielsen, it was the year's most successful

countline launch in terms of sales.

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