The ‘Pancakes Love Nutella’ campaign will be returning to small screens from the New Year up until Pancake Day on Tuesday, 9th February 2016.
Nutella is also aiming to encourage brand affinity and awareness amongst new and existing consumers by including competitions and prizes across its social media pages. Interactive materials such as downloadable bunting and invitations will attempt to drive excitement leading up to Pancake Day, encouraging new shoppers to the occasion.
Levi Boorer, Customer Development Director, Ferrero, commented: “Last year, Nutella attracted nearly half a million new households to the brand, and we’re looking forward to encouraging more people to celebrate Pancake Day this year with the return of our TV ad and new engaging social activity. Nutella continues to help drive growth in the spreads category, having sold nearly 25m jars this year. With sweet spreads taking the top spot for pancake toppings, we are confident that our Pancake Day campaign will help retailers to maximise their sales.”
More than ever, cross-category displays are proving influential in driving occasion-based purchasing and encouraging a larger spend per shop. By displaying popular pancake ingredients together, such as flour, eggs and milk, retailers can help to drive impulse purchases, by creating an impact and excitement around the occasion in-store. Dual-siting also plays a significant role in creating additional stand-out in-store and encouraging incremental sales. Retailers should consider having a signposted hot-spot for Pancake Day as well as an off-shelf display.
