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
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.