Nutella’s ’Pancakes Love Nutella’ campaign is returning to screens this month courtesy of a £1.3m media investment. It aims to reach 99% of mums, from now until Pancake Day, which this year falls on Tuesday, February 28.

Nielsen data shows that value sales of Nutella grew by 8.6% last Pancake Day, representing 40% of the spread category’s growth.

Levi Boorer, customer development director at brand owner Ferrero, said: "Our ’Pancakes Love Nutella’ campaign is all about encouraging people to embrace the fun and enjoy the occasion."

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