Colazioni di stagione / Seasonal breakfasts

OPPORTUNITY
Kinder, the Italian food giant, is traditionally known for producing snacks aimed at children. In 2021, it made a big move into the Plumcake market by introducing its new product. This venture posed two key challenges: firstly, the Plumcake market was predominantly dominated by Kinder's primary competitor. Secondly, Kinder was now venturing into the adult market for the first time.

SOLUTION
This campaign places the product into early morning homely scenarios where a healthy breakfast is served in wholesome spaces. Working closely with Kinder's nutritionists, we crafted various breakfast options where Kinder Plumcake would blend with seasonal and juicy ingredients. This case study focuses on the three options proposed for summer 2021.

Natural-light photography, complemented by wooden textures and handmade props, captures the essence of a mindful breakfast experience. By blending human presence with everyday objects, we facilitate a stronger connection between the brand and our target consumers. The end result is infused with an authentic flavor.

IMPACT
In September 2021, Kinder Plumcake outsold its main competitor by 12%. Customer surveys revealed that, after repeating this campaign for four seasons, we successfully connected the product with health-conscious consumers.

Client: Kinder Plumcake (Ferrero)
Agency: Caffeina
My role: Art Direction
Project Management: Federica Rotondo
Copywriting: Laura Montanari
Production: Fusillo Lab
Year: 2021