Ferrero Asia Pacific triumphs at FMCG Asia Awards 2025 for Kinder Joy campaign

The company transformed Kinder Joy Natoons collection into an immersive family learning experience.

Ferrero Asia Pacific earned recognition in the Campaign of the Year - Thailand category at the FMCG Asia Awards 2025 for its Kinder Joy Natoons: Mission to the Zoo initiative, which bridged play, education.

In Thailand's competitive confectionery market, the Kinder Joy campaign strengthened its position by integrating play with education. This was achieved by connecting the Natoons collection's wildlife themes to real-world animal exploration through a campaign that combined physical activity with digital engagement.

The activity was supported by an augmented reality (AR) feature on the Applaydu app, which allowed users to interact with the campaign beyond the physical product itself. This approach encouraged families to experience Kinder Joy in new contexts, combining on-ground interaction with digital participation.

The Mission to the Zoo campaign ran at Khao Kheow Open Zoo near Bangkok from 3rd – 25th May (weekends). Families receive a fan and a Kinder Joy Natoons treat at the booth upon downloading the Applaydu app. They then hunt for Natoons animals at the zoo, using the fan to scan images at enclosures to unlock AR versions. Pairing the AR animal with its real counterpart and sharing a social media screenshot earns a limited-edition souvenir.

To broaden the event awareness, Ferrero Asia Pacific worked with family-focused influencers on Facebook and Instagram. The event drew over 8,000 attendees each weekend and contributed to a measurable increase in Kinder Joy Natoons sales during and after the campaign. Engagement with the Applaydu app also rose significantly.

“Ultimately, the campaign transformed a seasonal product launch into an immersive family adventure — enriching customer experience, and building a stronger emotional connection with Kinder’s audience,” Ferrero Asia Pacific stated.

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].