Ferrero lights up Piccadilly Circus with 3D Wonka takeover as part of launch campaign

• To celebrate the launch of Wonka, Ferrero has taken over Piccadilly Lights in London with a full-screen 3D Wonka execution
• The takeover, live from 26th October to 1st November, spearheads the UK rollout of Wonka’s global “Taste the Wonder” campaign
• The £1.7 million integrated campaign includes large-format executions nationwide, alongside BVOD, social, PR, in-store activation, e-commerce and consumer competitions
• The campaign targets families and the ‘young at heart’, supporting a new Wonka range developed for launch in the UK, Ireland and other global markets
• The range spans chocolate, sugar confectionery and ice cream, with seasonal and limited-edition products designed to capture the surprise, wonder and imagination of Wonka

Ferrero is bringing the magic of Wonka to the heart of London with a full-screen 3D takeover of Piccadilly Lights as the centerpiece of its “Taste the Wonder” campaign supporting the launch of its new Wonka range. 

In a first for the company since 1970, the takeover will be live from 26th October to 1st November. The 3D creative, developed by creative agency Pubbliregia, will light up Piccadilly Circus every hour, bringing the world of Wonka to life for passers-by, with an estimated advertising impact of 6.1 million. 

The takeover spearheads the UK rollout of Wonka’s “Taste the Wonder” fully integrated campaign, supported by large-format executions nationwide, broadcast video on demand (BVOD), social, in-store activation, e-commerce and consumer competitions with exciting prizes to be won, alongside a PR activation inviting consumers to taste the wonder themselves at the secret Wonka Wonder Lab. Aimed at families and those who celebrate being ‘young at heart’, the campaign draws on Wonka’s nostalgic appeal to drive awareness and excitement around the launch. 

Emma Armer, Marketing Director at Ferrero UK, said: “We’re so excited to finally bring the magic of Wonka to shelves with a new range that celebrates everything fans love about this extraordinary world: imagination, adventure, magic and, of course, delicious and surprising products. Taking over the iconic Piccadilly Lights for the first time since the 1970s is the perfect way to bring that magic to life in the heart of the capital, for families and everyone who is young at heart.” 

The campaign supports a new multi-category Wonka range including Wonka Magic Hats, Wonka Oompa Loompa Milk Chocolate Hollow Figurines, the Wonka Purplypurple Milk Chocolate Bar, Wonka Magic Garden Ropes, Wonka Oompa Loompa Gummies and a Kinder Joy Wonka Egg. Products first arrived in Morrisons and Asda from 14 September, before rolling out across other major UK and Ireland retailers, including Tesco from 22 October. 

Part of the range has been created by Ferrero’s UK Research & Development team and has been brought to life by manufacturing colleagues at its Alfreton site in Derbyshire. Backed by more than £35 million of investment over the last decade, Alfreton is a Centre of Excellence for assortments and model figures for the Ferrero Group, combining local UK expertise with Ferrero’s global capabilities to bring nostalgic flavours and imaginative formats to consumers in the UK, Ireland and markets around the world. 

Gary Youren, Head of R&D, Ferrero UK and Ireland, said: “My team and I are incredibly proud that our Alfreton team in Derbyshire has played such a pivotal role in the innovation and manufacturing for Ferrero Group on the global launch of the new Wonka range. Wonka is hugely nostalgic and has existed for generations, so we looked at familiar flavours many people will remember from when they were younger and brought them to life in unexpected new ways. Across the range, our goal was to combine nostalgic flavours with imaginative chocolate experiences, creating the sense of surprise and wonder that is synonymous with Wonka. Developing this range has been about balancing creativity with technical excellence, while staying true to Ferrero’s standards of quality, craftsmanship and great taste.” Said Youren.  

Armer concludes: “From the exciting creative to the delicious flavours, we’ve drawn on the timeless and nostalgic spirit of the brand to create something that feels genuinely surprising and fun. Fans can expect the unexpected, with unique combinations of flavours and textures in every bite. This is just the start, and we can’t wait to bring even more Wonka magic to the UK and Ireland.” 

Source: Ferrero UK & Ireland 

  Emma Armer, Ferrero, Gary Youren, Wonka