Nutella, the category leader[1], is returning with its iconic ‘Pancakes Love Nutella’ campaign to celebrate Pancake Day 2019. With a £1.9m media and shopper investment, the campaign seeks to drive sales up to and including the day itself, which falls on Tuesday 5th March 2019.
Set to again capture the hearts and minds of consumers this Pancake Day, the campaign includes an exciting creative; with activations across multiple channels, the brand will be truly unmissable. 41% of shoppers name chocolate spread as their preferred topping for pancakes[2], and the campaign will help retailers grow their sales to capitalise on the product’s popularity at Pancake Day. The special-edition jars of Nutella are also returning, featuring eye-catching imagery and updated text to link the product to the occasion and capture further interest in store.
Levi Boorer, Customer Development Director, Ferrero, comments: “The nation really does love Nutella, our focused Pancake Day campaign aims to help retailers tap into this lucrative occasion. With Nutella continuing to grow and now worth £69m as a powerbrand[3], Pancake Day represents a key opportunity to boost sales as, for many consumers, Nutella is synonymous with the occasion.
Boorer adds: “Families love Nutella and as the category leader[4] Nutella continues to maintain its number one position for brand love amongst spreads[5]. Pancake Day is one of the most fun events of the year to engage with your shoppers, so why not organise something in store like a pancake decorating competition or a pancake race? Just don’t forget the Nutella!”
Top tips for Pancake Day
- Preparation is key: stock up early and ensure you have the essentials, such as flour, eggs and milk, alongside a selection of toppings for different tastes
- Make sure Pancake Day (5th March 2019) is firmly on your shopper’s agendas by promoting the occasion on social media pages and with in-store displays
Encourage staff to create a dialogue with shoppers by reminding them of the occasion
[1] Nielsen Value & Volume Latest MAT
[2] Worldpanel Plus – Feb 2018 – 13,291 respondents
[3] Nielsen, Total Coverage, MAT to w/e: 22.12.18), includes Nutella Spreads, Nutella & Go and Nutella B-ready
[4] Nielsen Value & Volume Latest MAT
[5] Ipsos tracking – MWK 3-14 Brand Love Latest Data
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