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