Ferrero is set to inspire shoppers this Pancake Day with a brand-new TV campaign. Looking to maintain its position as the nation’s favourite spread for the occasion[1], Nutella’s ‘Spread a Nutella Smile’ campaign will run from 28th January until 1st of March, and be supported by social and digital activity.

During Pancake Day 2021, Nutella sales grew 14% in value vs the year before, providing the brand with a 17.4% market share for the occasion[2]. Nutella 350g was also the best-selling SKU, achieving over 2 x more in value sales than the second biggest player[3].

Nutella is not only a key player for retailers when it comes to Pancake Day, but is also a versatile brand that can be used all year round. Nutella’s total value sales are up +27% vs 2019, ahead of the total category 23% growth[4]. Worth £56m in sales in grocery multiples alone, Nutella’s share of total spreads sector has grown year on year, moving from 10% to 10.3%[5].

The TV creative shows a family having fun together while making and flipping pancakes. It finishes with them topping their pancakes with Nutella and fruit, creating Grandad’s face. It demonstrates how a delicious touch of Nutella can be enjoyed, and help spread a smile across the whole family on Pancake Day.

The TV campaign will consist of three creatives, live from 28th January until 1st March, and will be supported by digital and social channels. The combined messaging across the channels will drive both awareness of the brand, and of the occasion.

[1] Nielsen total coverage 10.10.21

[2] Nielsen total coverage 3W to 20.02.21

[3] Nielsen total coverage 3W to 20.02.21

[4] Nielsen total coverage 52 Weeks to 08.01.22

[5] Nielsen Grocery Multiples 52 Weeks to 08.01.22

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