Nutella is launching a dedicated £1m Christmas campaign featuring a new TV, a festive pack makeover and digital, social and experiential activations. The campaign will run through to the end of December.

Levi Boorer, customer development director at Ferrero UK, commented: “The nation really does love Nutella and our focused Christmas campaign follows tremendous success in other markets, such as Germany, which experienced a 22% uplift in sales.

Falling on a Sunday, 2016 was one of the biggest Christmases ever, there was a double peak in sales across the industry on Friday and Saturday and we foresee a similar trend this year with the big day on a Monday.

“Families love Nutella and as the category leader it continues to maintain its number one position for brand love among spreads. Ferrero is investing in heavyweight media campaigns and NPD, which we believe can provide retailers with the perfect gift this Christmas in the form of fantastic sales. We are really proud of our brands’ scale and are committed to developing an all year round range that also caters for special occasions such as Christmas.”