Brand: Panetón D'Onofrio
Brand owner: Nestlé
Lead agency: Thrive
Industries: Bread, cake, biscuits
Media channels: Mobile & apps, Online video, Outdoor, out-of-home, Television
Budget: Up to 500k
Peruvian fruitcake Paneton D'Onofrio is one of the most valuable brands in Peru. It represents an annual tradition at Christmas, however in recent years its territory has been threatened by other players ready to steal the Peruvian Christmas.
Market background and context
Peru is a country where, most of the year, you will look at the sky and find a grey cloud covering your head. We have only four months of sunshine and warm temperatures, and these are during the Christmas period. At the same time, the 'magic of Christmas' is turned on all over the cities, making Peruvians drink hot chocolate at 35 degrees, and decorate their homes with images of Santa Claus and reindeers coming from the North Pole.