It is expected that the media investment will reach 69% of Ferrero Rocher’s target consumers, while for the Kinder line this percentage rises to 89%
Ferrero presented its portfolio for Easter 2023. With an expectation of increasing sales this year by 10%, the company will focus on omnichannel, influencers and an anticipatory strategy so that the target is met.
Four weeks before the date, the stores have already started displaying eggs and other sweets on their shelves and, according to Roberto Vieira, responsible for the company’s Trade Marketing, this pre-Easter period is fundamental to guarantee the sales volume of Ferrero Rocher sweets and Kinder.
“In recent years, we have been anticipating the event at the points of sale with a very simple purpose. We know that the longer the shopper interacts with the Easter egg, the greater the possibility of purchase conversion, so it has been very important for us to be more time there, interacting with the public”, explained Vieira.
Another strategy that will be adopted by Ferrero is the promotion of its products in different formats and on several fronts, ranging from traditional media with campaigns on free-to-air TV to the use of influencers. The pieces will be signed by Dentsu and, respecting the rules of children’s advertising, they will be aimed at those responsible who have purchasing power and young people from 13 years old.
In the case of communication aimed at the Ferrero Rocher line, the expectation is that media investment will reach 69% of target consumers, while for the Kinder line this percentage rises to 89%.
Still on Kinder, Ferrero will bet on the idea of ”egg-egg”, that is, the toys that come inside the Easter eggs will be from the same universe as the traditional eggs.
The theme of sustainability will also be part of Ferrero’s Easter and, based on a massive investment, the company’s goal is to make its packaging 100% recyclable/compostable, in addition to contributing to alliances with entities such as the Rainforest Alliance, Bonsucro and WWF.
Sustainability will also be present at the brands’ stands in stores, through a self-assembled display made from recyclable material.
“We protect the complete experience, which can be perceived by our senses, from packaging, flavor, value and, of course, the value that the product guarantees for people. Our strategy is basically built from the needs of consumers”, stated Renato Zanoni , responsible for Ferrero’s commercial operations in Brazil.
