Ferrero advertising & marketing assignments

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Family-controlled Ferrero is one of world's biggest confectioners with a collection of international brands including Ferrero Rocher specialty chocolates, Nutella spread and Tic Tac mints. But its most important brand is Kinder, which encompasses a large number of different confectionery products, including Kinder Surprise and Kinder Joy toy eggs, Kinder Bueno chocolate bars and a variety of other treats, cakes and chilled desserts. Kinder is one of Italy's most international masterbrands with global sales in excess of €2bn. At home the group markets a substantial range of additional products including beverages, and it also has an extensive presence in Germany, traditionally its second-biggest market, but more recently overtaken by the US. For years, the group had stood apart from the rest of the global confectionery industry, but it has gradually been drawn into the increasing consolidation within the sector since 2010. It rebuffed a takeover early in that decade from Nestle and after that began to slowly but steadily expand its global footprint with a few carefully chosen acquisitions of its own, including boxed chocolate specialists Russell Stover and Thorntons and US sugar candy company Ferrara. Its most ambitious deal to-date was the purchase of Nestle USA's confectionery division in 2018 for $2.8bn, adding Butterfinger, Crunch, Baby Ruth, Wonka candy and others to the portfolio. That deal made Ferrero the #3 in US confectionery after Mars and Mondelez. It was followed soon afterwards by deals for Kelloggs' US cookie business Keebler, Danish biscuitmaker Kelsen and ICFC, a manufacturer of private label ice cream in Spain. The group is owned and led by chairman Giovanni Ferrero, grandson of the company's founders, husband and wife Pietro and Piera Ferrero who opened a small bar and patisserie in Alba in Northern Italy in 1942. Lapo Civiletti was appointed as CEO in 2017. The privately owned business divulges little financial information, but reported revenues for the year ending Aug 2019 of €11.4bn.

Capsule checked 25th August 2020

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Historical profile information for Ferrero

Recent stories from Adbrands Update:

Adbrands Weekly Update 27th Sep 2019: A welcome major account win was confirmed this week for Mindshare. Confectioner Ferrero confirmed the transfer of most if not all of its global media from PHD. It's not clear exactly which markets are included, but the US is definitely one of them, as is Australia. Depending on the scope of the deal, billings are between $400m to $950m, making this not just Mindshare's but WPP's biggest win this year, offsetting the loss of Vodafone earlier this month.

Adbrands Daily Update 12th Jul 2019: Ferrero's shopping spree continued with the acquisition through an affiliated company of Danish company Kelsen, makers of Kjeldsens and Royal Dansk biscuits. The price tag was $300m, or just under twice Kelsen's annual revenues. The business has been part of Campbell Soup Company's international division for several years. Campbell's other subsidiaries outside North America are also up for sale.

Adbrands Daily Update 28th May 2019: The expansion of Italian confectionery group Ferrero continues. The group opened a new doorway with a deal to acquire Spanish ice cream manufacturer ICFC. That company manages a small collection of proprietary brands such as iChoc, Triple and Pico (which are dead ringers for Unilever's Magnum and Cornetto brands), but the bulk of its business comes from private label production for supermarkets. The deal will offer Ferrero a new route to market for Kinder-branded ice cream treats, currently produced in a partnership with Unilever.

Adbrands Social Media 8th Apr 2019: "Cupboard / Bag". We love these deliciously dark spots from Wieden & Kennedy for Trolli sugar candy, which with their stop motion oddity bring back fond memories of 'The Nightmare Before Christmas'. This marks the beginning of a big push from Ferrara Candy, now the main confectionery unit of Italian food giant Ferrero. That company will have quadrupled its US footprint by mid-summer following the acquisitions of Ferrara, Nestle confectionery and most recently Keebler cookies.

Adbrands Daily Update 2nd Apr 2019: In another big push into the US, Ferrero sealed a $1.3bn deal to acquire the Keebler cookies division of Kellogg Company. Brands changing hands include Keebler, Mother's, Famous Amos and Murray's, as well as cookies manufactured for Girl Scouts of the USA.  The deal also includes the company's Fruit Twistables fruit snacks, pie crusts, and ice cream cones businesses, as well as several production facilities across the US. Combined sales were around $900m. Kellogg's is holding on to Pringles, Cheez-It and its protein and cereal-based bars.

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