ABOUT

THE BRAND CHALLENGE

Kinder Surprise is Ferrero’s flagship brand and their top-selling grocery item in the UK. Much of this volume is driven as a result of high-profile license agreements with toy and media brands such as Disney and Mattel – with Kinder’s classic, own-range of toys enjoying less popularity.

Our brief was to elevate this core range of toys in the eyes of consumers and drive ‘value for money’ measures as a result.

THE HUMBLE OBSERVATION

The beauty of a Kinder Surprise toy is its simplicity. These simple, but engaging toys leave space for children to use their own imaginations to bring them to life.

Kids love to create worlds and adventures around their toys, which are limited only by the bounds of their imaginations.

What’s more, we identified an opportunity to make more of storytime as a period to unleash a child’s imagination.

THE ALIVE IDEA

We created a platform for children to use their vibrant imaginations to take their Kinder Surprise toy on an adventure. Kinder Surprise Storymakers is a fully integrated campaign that utilises digital (web and online display), retail, onpack, direct, above-the-line (TV & Outdoor) and partnerships (MumsNet).

It invites children and their parents to create a personalised storybook online via an innovative interactive experience; which are then made into real, physical storybooks. These stories can be downloaded, shared or entered into a prize draw whereby 100 winners each day receive a physical copy of their book as a charming keepsake.