Snacking bread and chocolate with grandparents is a memory that many consumers treasure in their memory. It is also something that generation Z appreciates today, according to an analysis carried out by Nestlé Chocolates and that serves as insight to support its new advertising campaign, titled “My grandfather, my bro.”

Created together with its internal content studio, the brand explores the role of its product as a connector of generations on the occasion of the 60th anniversary of the Nestlé Extrafino milk chocolate bar. Nestlé seeks to reaffirm itself as the flavor of childhood and enhance its presence in the lives of consumers with an emotional story with which it seeks to pay tribute to grandparents and get closer to young people.

“The campaign is Nestlé Extrafino’s most emotional in recent decades and is born from the union of these two ideas: the memory of childhood and the strong bond of Gen Z with their grandparents.“; commented Mercedes Osuna, Marketing Manager for Nestlé Chocolates tablets, in the statement. “It is an ode to childhood memories, to the importance of enjoying the present and creating memories between generations of unforgettable flavor, like our tablet.”,

The announcement is based on the results of the study “The grandparents-GenZ link in Spain”, promoted by the brand. This reveals that more than 70% of young people between 18 and 28 years old in Spain remember their grandparents, above all, for the moments shared during food and snacks. What’s more, according to Nestlé, 8 choose, first of all, having a snack with them as the ideal afternoon plan, followed by having a drink with friends or their partner (77%).

Asked how they would define that time together, 55% of young people consider that having a snack with grandparents is “something very special”, while another 21% describe it, according to Nestlé, as “total chill”. However, 14% of young people consider it irrelevant.

Nestlé reinforces snacking as a moment of connection. According to their analysis, more than 50% say they feel happier after having a snack with their grandparents. Furthermore, up to 78% of GenZ say they can be themselves with their grandparents, and 73% say that the elderly are the ones who listen to them attentively, without judging, helping them see problems more calmly.

“The results are clear and show that having a snack with grandparents has become a moment of great value for Generation Z”, commented Mercedes Osuna. “With the data on the table, we were clear that we wanted to pay tribute to the grandparents.”