Kinder Chocolate’s US campaign, Simply Wonderful, by Anomaly New York features children – unsurprisingly. But it features them as stars. Their imagination creates the narrative in the lead spot and in little supporting spots. In the 30-second hero commercial, Cowboys, a child imagines how the chocolate is made and it has nothing to do with a factory.

The supporting spots, Wonderful Bites, are unscripted explanations by children of what makes Kinder special – including mermaids, pixies and far-away galaxies.  

The aim of the campaign is to highlight the uniqueness and simplicity of the Kinder recipe. The brand was created especially for children. In the past, it has emphasised its high milk goodness. It’s the Ferrero brand’s first campaign since its US launch in 2023. Anomaly gained the account mid-2024.

Cowboys is running across television, digital video and social platforms. Wonderful Bites  is running in social.

The campaign was produced by ProdCo, with post production by UPP, editing by Cabin Edit and music & sound by Secret Barn, with composer, Sam Skarstad.