The chocolate brand is using Shine to target 16- to 30-year-old women. It wants to distinguish Bueno from the firm's kids' range, which includes Kinder Surprise.
Ferrero Kinder Bueno assistant brand manager Lesley Stonier said Shine was its first UK agency. ‘In the past we haven't done a lot of PR work, but we may be reviewing that,' she said.
Shine was hired without a pitch following a recommendation by Ferrero Kinder Bueno's retained creative agency.