In the lead-up to Pancake Day on Tuesday, 17th February, Nutella is aiming to excite shoppers with a £1.4m integrated campaign. Carrying the strapline of ‘Pancakes love Nutella’, the activity will kick off at the start of February and will feature a standalone Pancake Day TV ad which will show families enjoying the occasion, plus nationwide out of home advertising, radio, digital, social media and breakthrough in-store display solutions.
Levi Boorer, customer development director, Ferrero, commented: “Chocolate & Hazelnut Spreads are the most popular toppings of all Sweet Spreads at Pancake Day and, with Nutella being the number one brand in the spreads category, we want to drive excitement among consumers at every touch-point this year, while reinforcing the date.
Our nationwide digital six-sheet advertising, featuring across shopping centres and National Rail stations, will creatively count down the days to Pancake Day, while our tailored theatrical in-store display solutions will increase awareness and sales.
“Last year, Nutella achieved a 33% sales uplift and attracted 343,000 new shoppers to the brand. The number of shoppers who buy Nutella almost triples (+189%) in the four weeks prior to Pancake Day, so we’d recommend that retailers capitalise on this year’s campaign by creating hotspots in-store using the tailored POS solutions that will be available to order online at www.Ferrero-trade.co.uk.”
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