WCRS has won a place on the Ferrero roster after scooping the
£4.5 million UK account for its Kinder Bueno chocolate bar
Kinder Bueno was launched in February 2000, backed by a marketing spend
of £4.5 million. According to AC Nielsen, it was the most
successful confectionary launch of the year in terms of sales.
It is as yet unclear whether WCRS's appointment could evolve to cover an
international remit. The company has so far decided against appointing a
pan-European agency, opting instead to use its in-house Italian ad team
for its TV launch campaign.
Contrary to previous reports, Banks Hoggins O'Shea/ FCB was not
appointed lead agency for the Kinder Bueno brand in the UK following its
However, the agency does handle the Ferrero Rocher and Tic Tac
In a separate pitch, Ferrero is also talking to Leagas Delaney and Banks
Hoggins about a campaign to relaunch the Kinder Surprise confectionery
brand across Europe. Work for the brand is handled by its in-house
agency at the moment.
Over the past two years, Ferrero has been shifting its advertising into
agencies. The move has seen the "ambassador's party" work for Ferrero
Rocher replaced with Christmas campaigns through Banks Hoggins. The
agency has also replaced Tic Tac's dubbed campaign, set back stage at a
catwalk show, with a campaign starring a midget.
WCRS declined to comment on the appointment.