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Fererro personalises Christmas gifts in China

Chocolatier Ferrero Rocher is running a campaign that enables Chinese fans of the brand to personalise Christmas gifts with designer cards.

A team of what have been described as “thoughtful masters”, led by Chinese actor and director Huang Lei, with help from specialists in packaging, writing, design and relationship psychology, will design physical and virtual cards, which the brand is encouraging recipients to share on WeChat and Weibo.

Named “Give with an extra layer of thought”, the campaign builds on the chocolatier’s regional ‘Precious moments’ positioning. The campaign is centred on the website FerroroRocher.com.cn, which houses this video:

The companies behind the idea were digital network Sapient Nitro, which created the campaign website and led strategy and creative, Carat, which handled media, and video portal iQiyi.

The website also features a video (dialogue in Chinese) of some of the “thoughtful masters” talking about gifting.

The idea will “enable our consumers to be inspired beyond our product,” said Tom Zhang, a director at Fererro Rocher China.

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