Ferrero is launching a new recipe hub for its Nutella sweet spread brand and will then be bringing back the extremely successful Nutella personalisation campaign for a second year.
Nutella, which owner Ferrero says is worth £50.3m and is the UK’s number one sweet spread brand, plans to shake up the breakfast occasion with a new recipe hub hosted on the Nutella website which will offer consumers a selection of unique breakfast recipes. The recipes will communicate the versatility of the product by showing a variety of great ways to enjoy Nutella such as on pancakes or on crumpets and waffles.
Following the success of ‘Your Nutella, Your Way’, this year shoppers will be able to pick a product that is relevant to them, thanks to a variety of six label options carrying different sayings.
From ‘Thank you’ to ‘Love you’, the new jars will give shoppers the option to personalise beyond names into phrases, pushing the brand into token gift territory for the loyal brand following. Last year saw the redemption of nearly 300,000 personalised labels showing the unquestionable demand for consumers to purchase more tailored products.
Supported by a £1.1m media investment, the personalisation campaign will be showcased using TV, VOD, digital and PR.
Levi Boorer, Customer Development Director at Ferrero, comments: “We know that nearly half of our target market describe Nutella as a brand they love. Our upcoming activity is designed to capitalise on this loyalty by giving consumers more of what they want; delicious ways to enjoy Nutella plus the option to make their Nutella jar personal to either themselves or their loved ones. We know that Nutella is a go-to product for breakfast and our recipe hub will demonstrate that there are so many ways to use Nutella at breakfast time and inspire shoppers at that consumption occasion.”
Present in the UK since 1966, Ferrero is a leading family-owned global company. Ferrero is the fourth-largest player in the global confectionery market and its UK brand portfolio includes Nutella (the 400g jar is the UK’s No.1 selling spread SKU), Ferrero Rocher, tic tac, Kinder Surprise, Kinder Bueno, and most recently Thorntons, acquired a multi-million pound deal in 2015.