Mon Cheri
’Finally’

Stirring excitement for the return of Germany's most-beloved praliné.

  • Challenge

    Each year Mon Cheri, Ferrero’s premium cherry praline, is coming off the shelves for its summer break. In 2011 we wanted to flip the script on the usually very sales-y and rational key visuals and platforms.

  • Approach

    At its core, Mon Cheri is a product that conveys a Mediterranean lifestyle and quality. We paired this with the anticipation of the product’s return to show its journey from the cherry tree in Tuscany to the German supermarket.

  • Results

    Despite its brand focus, the campaign tested off the charts and ran for an unprecedented five years in a row during Mon Cheri’s return to the supermarket shelves in autumn.

‘Finally’

Bespoke Calligraphy

To play into the premium repositioning of the brand, we commissioned Australian typographer and calligraphy artist Gemma O’Brien to create an ownable word mark that was used on all TV spots, print ads, and point-of-sale activations.

My role was Senior Copywriter & Art Director

Agency M&C Saatchi Berlin ECD Björn Bremer Director: Mark Tiedemann Typographer: Gemma O’Brien Launch: September 2011