Kinder Bueno targets Gen Z with ‘Why be basic, when you can be Bueno’ campaign 

Ferrero UK is driving awareness of Kinder Bueno with a heavyweight campaign to back the brand rolling out this month. The brand-new campaign is set to target Gen Z and Millennials to bring younger shoppers into the brand, amplifying brand awareness and reigniting the importance of this must-stock core product within the convenience channel.

The TV advert is on air throughout August and running until early October across online video, social and broadcast video on demand (BVOD), with the creative carrying the tagline "Why be basic, when you can be Bueno" and follows a successful year for the brand. Kinder Bueno is continuing to go from strength to strength, growing by +7.3 per cent in value sale and ranking as the third largest Chocolate countline in the Convenience market, demonstrating the value Kinder Bueno presents within the confectionery category. British consumers recognize that Kinder Bueno is not a basic chocolate bar; it’s composed of contrasting layers and is understood to be a little bit special. As a well-known and loved brand with a strong consumer base, stocking Kinder Bueno core SKUs can provide an opportunity for retailers to drive sales and meet ongoing consumer demand. 

New POS in the form of pre-filled shippers will roll out to major multiples and convenience retailers for launch this September to help support retailers with impulse purchases. The tailored POS can support retailers in maximising their sales potential by positioning Kinder Bueno as a key product within retailers’ confectionery range, perfect for meal deals or cross-category promotions.

A Ferrero UK spokesperson said: “Our new campaign aims to amplify Kinder Bueno’s presence to ensure it continues to be a must-stock item for all convenience retailers. It’s a popular product and we want to maintain sales momentum by putting Kinder Bueno front of mind among younger shoppers. We see the convenience channel as key to the brand’s success, and our commitment is to provide our retail partners with the tools and support they need to drive sales and meet consumer demand. We believe that Kinder Bueno offers an incredible opportunity for growth, and we look forward to see it become an even stronger driver of success."

Available in standard and price-marked pack single-serve formats, Kinder Bueno caters to those shoppers looking for an on-the go treat or a tasty bite for the family to enjoy. The “Why be basic” Linear TV advert will run from 5 to 30 August, with the campaign also rolling out across OOH, social media, and BVOD until 6 October.