nutella is bringing its distinctive ‘Pancakes Love Nutella’ campaign back, as part of a £1.4m media investment in the build up to Pancake Day 2020
During the three weeks leading up to Pancake Day, 19% of all nutella sales go through on the day itself, highlighting to retailers the importance of keeping displays stocked right until the end of the occasion[1]
Ferrero has offered some top tips to support retailers in the run up to Pancake Day, with more advice available on yourperfectstore.co.uk
nutella is set to capture the hearts and minds of consumers again this Pancake Day, as it returns with its ‘Pancakes Love Nutella’ campaign as part of a £1.4m media and shopper investment.
The ‘Pancakes Love Nutella’ campaign will support retailers looking to grow their sales and make the most of the product’s popularity, bringing the iconic hazelnut chocolate spread front of mind. Falling on Tuesday 25th February 2020, Pancake Day is celebrated by two thirds of shoppers[2], marking a great opportunity for retailers to capitalise on the seasonal event and boost their sales of spreads. During the three weeks leading up to Pancake Day, 19% of total nutella sales take place on the day itself1, so retailers are encouraged to keep their shelves stocked throughout the build-up to and on the 25th of February.
Levi Boorer, Customer Development Director at Ferrero, comments: “nutella continues to enjoy a leading position in the spreads category[3], especially around Pancake Day when chocolate spread is one of the top three most enjoyed toppings[4].
““As the number one brand for trust, love and great taste[5], nutella is a really strong brand that resonates with consumers. With the returning campaign, we want to support retailers to make the most of Pancake Day by bringing nutella to the forefront of shoppers’ minds. We recommend retailers stock the 400g jar as a priority SKU, making it widely available so shoppers have the opportunity to add it to their basket during the run up to Pancake Day”.
Levi Boorer’s top tips for Pancake Day:
19% of total nutella sales take place on Pancake Day1, so it’s important that retailers keep their displays stocked up and make the most of those last minute sales – during the three weeks leading up to Pancake Day, from the middle of January through to the Day itself.
Installing a dedicated Pancake Day display is a good way of adding theatre in-store, and helps the shopper engage with the occasion. Stock nutella and other toppings alongside eggs, flour and mixes to give shoppers everything in one place.
Ensure the date is firmly in your shoppers’ minds by promoting any offers relating to the occasion on social media and in conversations in store.
[1] Dunnhumby, Daily/Hourly Trends, 3 weeks to 05.05.2019
[2] YouGov 6639 UK adults were questioned on 12 Feb 2018.
[3] Nielsen <MAT Vol & Unit
[4] Worldpanel Plus | Question of the Week | Feb 2018 Sample: 13291 respondents
[5] Ipsos Equity brand tracking
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