Kinder is bringing back its ever-popular retailer competition offering a chance for five retailers to win a Kinder Easter Egg Hunt for their store
Previous winner, Atul Sodha, reported a spike of 60% in footfall at his Londis store following the award-winning activity
This year, Kinder is introducing a new element to help retailers further engage with their local communities, encouraging customers to draw a story featuring their favourite Kinder Surprise Toys
Kinder – the number one Kids Confectionery brand[1] – is bringing excitement to the retailer community with the return of its award-winning Easter Egg Hunt competition. The competition is designed to support convenience store owners in spreading the joy amongst their communities, capitalising on one of the biggest seasonal opportunities for confectionery in the year, with total sales in this category growing by +3.9% in 2018[2].
This year’s campaign will see five lucky retailers win a tailored Kinder Easter Egg Hunt Kit to activate the event in-store and drive excitement around the Easter period. The kit will contain everything needed to run the event, including Kinder Surprise stock, social media assets and posters to promote the hunt. This year, the brand is adding an additional element, centered on the brand’s values of imaginative play. Retailers will be given packs to distribute to customers, which will encourage families to draw a story featuring their favourite Kinder Surprise toys. Entrants can then send their stories to Ferrero to be in with a chance of winning a shopping voucher prize[3]. This added element plays into Kinder’s extensive expertise in toys, inspiring families to create stories that that bring to life the quality and creativity associated with Kinder.
Levi Boorer, Customer Development Director, Ferrero comments: “We are delighted to be helping our retailers give back to their local community by delivering the ever-popular Kinder Easter Egg Hunt. The ethos for Kinder revolves around sparking imagination and bonding families, which is why we’ve bolstered the campaign this year by inspiring local communities to unleash their creativity and produce a story featuring their favourite Kinder Surprise toy.
“This campaign was actually devised in conjunction with last year’s winner, Atul Sodha. After such great results were seen in his store after the activation, we were keen to collaborate with Atul and together we developed this added layer that is sure to help retailers to strengthen their bonds with the local community, as well promote the Easter Egg Hunt in their store in the lead up to the event.
“Convenience stores can have the upper hand over the grocery mults in their connection to the local community. So it is increasingly important that they create excitement and theatre in the lead-up to key occasions – and what better way than an in-store Easter Egg Hunt?” concludes Boorer.
Atul Sodha, Londis store owner and one of last year’s winning retailers, said “These events are really important in creating excitement in-store. They really reinforce our presence in the local community, and the support from Ferrero in attracting locals to visit the store was first class, with the POS and advertising drawing a wide range of customers into store on the day. Last year, the Kinder Easter Egg Hunt also led to a spike of 60% in footfall and more consumers stayed in store for longer. It’s great that suppliers, like Ferrero, are including retailers in the planning phase of events such as this.”
Entries for the retailer competition open from 13th March 2019 and winners will be announced in early April, ahead of the activation of the Kinder Easter Egg Hunt activations on 20th-21st April (Easter Weekend). To enter the UK wide competition, retailers must sign up to be a member of Ferrero’s retailer hub, Your Perfect Store (http://yourperfectstore.co.uk/), and complete a quick form.
[1] Nielsen Scantrack, Total Coverage, Kids Confectionery under 80g, Value Sales, MAT to w/e 03.11.18
2 Nielsen, Total Easter Confectionery, 12 weeks to 31.03.18 vs. 12 weeks to 15.04.17
3 Entrants must collect their Kinder Surprise egg from stores participating in the egg hunt, send their drawing to group.ferrero@cirkle.com with their name, contact number and the store where they collected their Kinder Surprise Egg from. T&C’s to be shared with egg hunt participants.
[1] Nielsen Scantrack, Total Spreads, Total Coverage, MAT to 09.02.19 based on Value Sales
[2] Nielsen Scantrack, Classic Boxed Chocolate (Boxed excluding Twistwraps), Total Coverage, MAT to 09.02.19 based on Value Sales
[3] Nielsen, ScanTrack, Pocket Confectionery, Total Coverage, MAT to 09.02.19 based on Value Sales
[4] Nielsen Scantrack, Total Kids Confectionery, Total coverage, MAT to 09.02.19 based on Value Sales
[5] Nielsen, Chocolate Countlines, Total Coverage, MAT to 09.02.19 based on Value Sales (ranked 6th)
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