Ingredients Fly off UK’s Biggest Billboard for Eat Natural

Mr. President has launched an integrated campaign for Ferrero brand Eat Natural which launches in the UK today and across Europe from next week.

The campaign includes a one-of-a-kind 3D execution at the iconic Motion@Waterloo billboard - the UK's largest single indoor screen. The execution sees ingredients selected to depict the flavour of the bars fly off the screen and towards the viewer. The campaign rolls out across social and OOH throughout the UK. It also stretches across Europe, with a series of films directed by the brilliant Bellone + Consonni to launch the brand in France, Italy and Germany being played out on TV, online and social.

This 'deliciously uplifting' campaign was born of the need to create differentiation in the snacking category which, in the UK, is overwhelmed with choice. Buyers are 'repertoire loyal' but not 'brand loyal' so we needed to give them a reason to choose Eat Natural. The dynamic patterns of the selected ingredients, combined with the bold and vibrant colours inspired by the packaging, create distinctive and ownable brand assets with enough flex within it to fit across a whole host of media spaces - from OOH to dynamic YouTube films. These elements enhance mental availability at the moment of purchase, making the brand much more memorable and recognisable.  Being playful with the selected ingredients and language gives the brand personality whilst creating all important taste cues.

The UK work was made with Milan based production company 360fx with tabletop director Jacek Szymanski.

Mr. President began working on the Eat Natural account following a successful partnership with Ferrero, producing the Ferrero Rocher TVC last year, which contributed to a 7.9% increase in retail sales value (Nielsen, MAT to 31.08.24) and successfully delivered on key brand equity metrics.

Regional marketing director: Rachel Jaccarini said, “Collaborating with Mr. President has been an inspiring journey. Their fresh perspective and innovative approach have brought our vision to life in a bold and impactful way. We're delighted with the result and eager to see how the campaign resonates with our audience.”

Julia Fish, account director at Mr. President said, “We thoroughly enjoyed working on this project - it was a truly collaborative process. It’s great to see taste depicting ingredients taking centre stage, building brand equity through the recognisable kaleidoscope shapes in order to deliver on our 'deliciously uplifting' message.”