Burnett goes all out to win Ferrero

<p>HONG KONG: Leo Burnett has won the Ferrero Hong Kong creative account, </p><p>estimated to be worth more than USdollars 2 million in billings, in a </p><p>two-way pitch against Saatchi & Saatchi. </p><p><BR><BR> </p><p>Burnett's brief is to develop integrated campaigns for each of Ferrero's </p><p>10 brands before the end of the year, especially for its more popular </p><p>offerings, such as Ferrero Rocher, Kinder Surprise and Kinder Bueno. </p><p><BR><BR> </p><p>Dennis Wong, Burnett's Greater China chief executive officer, said each </p><p>campaign would be developed separately from each other because "the </p><p>different brands carry different brand values we don't want to mix them </p><p>all up. </p><p><BR><BR> </p><p>"The objective is to maintain and further grow each brand's </p><p>strengths". </p><p><BR><BR> </p><p>The focus of the pitch was to formulate comprehensive strategic and </p><p>creative recommendations for Ferrero, which claims to be the leader in </p><p>the Hong Kong chocolate market. There was no pitch for the media </p><p>account, which is currently being handled by Maximize. </p><p><BR><BR> </p><p>Wong said that Burnett went all out to win the pitch; going as far as </p><p>turning its pitch room into a mock-up supermarket with stacks of Ferrero </p><p>Rocher chocolates, trolleys and even a check-out girl. </p><p><BR><BR> </p><p>The agency also shared insights from a research study, which plots </p><p>consumers' desire for chocolate against an analysis of occasion and </p><p>mood, plus making more than 30 fact-finding visits to outlets selling </p><p>Ferrero brands. </p><p><BR><BR> </p><p>"It seems we got the mix right - passion which was not hard where </p><p>chocolate was concerned; strategy that reflected consumer and category </p><p>insight; and the effort we took with the pitch room, which showed we </p><p>were serious about creativity," Wong said. </p><p><BR><BR> </p>