Ferrero UK has launched a new campaign to boost awareness of Kinder Bueno, targeting Gen Z and Millennials.

The campaign, which began in August, aims to attract younger shoppers and emphasise Kinder Bueno as a key product in the convenience sector.

The TV advert, running until early October, carries the tagline “Why be basic, when you can be Bueno” and follows a successful year for the brand. Kinder Bueno has seen a 7.3% increase in value sales and is now the third-largest chocolate countline in the convenience market.

To support the campaign, new point-of-sale materials, including pre-filled shippers, will be introduced to major retailers and convenience stores in September.

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This initiative is designed to encourage impulse purchases and position Kinder Bueno as a must-stock item for retailers.

A Ferrero UK spokesperson highlighted the importance of the convenience channel for the brand’s growth, stating that the campaign is intended to keep Kinder Bueno front of mind for younger consumers and maintain its sales momentum.

The Kinder Bueno campaign includes various formats, such as standard and price-marked packs, and will be visible across TV, out-of-home (OOH) advertising, social media, and broadcast video on demand (BVOD) until 6 October.

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