50 years of Fiesta Ferrero

This case study shows how Ferrero snacks created an integrated campaign in Italy to penetrate a younger market with its ailing Fiesta brand.

50 years of Fiesta Ferrero

Campaign details

Agency: BITMAMA SRLClient: FERREROCategory: Integrated CommunicationCountry: Italy

Background

In the last years, business was getting a little weaker considering that the Fiesta core target is older generations and these consumers decreased year by year.

So, it was important to give a boost to the product and create penetration among the younger generations. It's not easy to survive in the snacks' scenario: the competitors were huge (e.g.: Mulino Bianco) and healthier kinds of snacks had been introduced to the market.

The challenge was to create a role...

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