Ferrero boosts sales with football-themed products and promotions

Nicole Mezzasalma

1-Jul-2010

The company has been inviting customers to take part in football-themed activities to win prizes at airports in South Africa and Europe

Ferrero promo at Paris Orly airportConfectionery supplier Ferrero Travel Market Division has implemented football-themed in-store promotions at key airport locations in South Africa and Europe to coincide with the FIFA World Cup. Customers at Cape Town, Johannesburg OR Tambo, Frankfurt, Paris Orly (pictured) and Madrid Barajas airport have been invited to take three penalty kicks for a chance to win discount vouchers valid for all Kinder purchases.

The promotion has been running since April in South Africa, where the supplier claims it has “proved extremely popular with football fans of all ages”. In Europe, the campaign will run until mid-July. Ferrero added that the activations were planned in co-operation with retailers Big Five Duty Free, Gebr Heinemann, Aelia and Aldeasa “to increase penetration and sales in the airport stores during the World Cup season”.

The supplier has also designed football-themed promotional packs for the summer, including a Kinder Surprise multipack of five eggs plus one free with a football game on the back and a Kinder Surprise ‘Kinderino’ seven-egg pack personalised with a World Cup scarf in the national colours of one of eleven different teams.

Big Five Duty Free advertising and promotions administrator Helena Melis said: “South Africa has been energised by the FIFA World Cup and Big Five has been greatly energised by the football-themed retail theatre created by the Ferrero promotions in OR Tambo International Airport in Johannesburg and in Cape Town International Airport.

“The promotions have created entertainment for all passengers, as everybody loved having the chance to prove his or her penalty-scoring skills and receive as a reward a discount voucher for Kinder products,” she continued. “Travellers were highly engaged and many times were converted from just passengers to Big Five customers.”

Ferrero Travel Market Division marketing manager Serge van Wijck added: “Our Kinder football promotion was designed to liven up their dwell time in the airport, whether or not they were flying off to one of the big games. The response in South Africa and Europe has been great. We look forward to seeing excellent sales figures both in the chosen airports and elsewhere.”

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