Ferrero announces the launch of a brand new Boxed Chocolates category strategy. The new approach will focus on specific shopper missions and comes as Ferrero celebrates its 50th birthday in the UK & Ireland and 70th birthday globally.
This move by the Ferrero business follows the addition of the successful masterbrand Thorntons into its portfolio. The new strategy, which sees Ferrero’s firm focus on gold-standard in-store execution and Thorntons longstanding knowledge of retail come neatly together, will offer retailers a robust overview of how to execute a winning Boxed Chocolates offering for their shoppers.
Levi Boorer, Customer Development Director, comments: “Ferrero and Thorntons are highly complementary businesses. Both were founded by passionate and skilled entrepreneurs who had innovation, product quality and bringing excitement to consumers at their heart. Thorntons, brings with it years of understanding and extensive research into shopper behavior and this has led to an exciting new focus on the Boxed Chocolates category.
“With our new Boxed Chocolates strategy, the Ferrero Pralines and Thorntons Boxed Chocolates ranges will be clearly positioned in line with two key shopper missions – to give to share and to give to gift. Ferrero Pralines are perfect for special sharing moments – a message that will be amplified as we approach the Christmas season with sampling activity and standalone television advertising. Thorntons Boxed Chocolates will be positioned for gifting occasions, with 4.4 million households purchasing at least one box of the Classic Collection every year.”
Ferrero will bring the strategy to life with retailers through the opening of its Shopper Experience Centre – a multi-room collaboration environment with sophisticated technology and based in Ferrero’s new UK headquarters in Greenford Park.