Nutella will be returning to screens with a campaign running up until Pancake Day, which this year falls on Tuesday 28th February.

The £1.3m media investment will include activations across social channels, on-pack messaging and POS displays.

Levi Boorer, customer development director, Ferrero, commented: “Our ‘Pancakes Love Nutella’ campaign is all about encouraging people to embrace the fun and enjoy the occasion. There is huge brand love for Nutella and with nearly half of shoppers buying into the brand at this occasion, we know it’s a favourite with shoppers.

“The ‘Pancakes Love Nutella’ song is so catchy that you can’t help but associate Nutella with Pancake Day. We’ve been focusing on Pancake Day for years now and we’re confident that yet again, Nutella is going to be at the heart of the occasion.

“The rise of shoppers turning their hand to homemade products is more prevalent than ever and cross-category displays can help drive basket spend by providing all the ingredients for a perfect pancake. Retailers should display popular pancake ingredients together, such as flour, eggs and milk, alongside a range of popular toppings such as Nutella.”

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