Nutella to launch £1.1m Christmas campaign
This Christmas, Nutella will launch a dedicated £1.1m TV campaign as part of a wider investment into the brand over the festive period.
Nutella to launch a dedicated £1.1mn Christmas campaign
The campaign will feature new TV creative, festive snowman sleeves on its 400g, 750g and 1kg packs, and digital, social and experiential activations.
Nutella-owner Ferrero will be investing £8.2m altogether this Christmas to deliver new products across its brands, including advent calendars and new boxed chocolate products.
Following a successful Christmas in 2016, it is important as a leading confectionery manufacturer, to offering products and ranges that help to cater for the different types of festive shopping needs," said a Nutella spokesperson.
"Whether it’s to gift, to share or simply to treat and enjoy with loved ones, we know shoppers love our products and that they are a staple at Christmas.”
Nutella, worth £50.8m and growing at 55.8% in the past four years alone, is moving into the biscuits category for the first time in the UK, following a trial period and success in global markets.
The Nutella B-Ready product will launch will be supported by a £2.8m multimedia campaign spanning TV, video-on-demand, out of home advertising, social and in-store media, kicking off from September.
“Our initial UK trial has proved incredibly successful. We ranged at the till in a selection of convenience stores and Nutella B-ready ranked as the fourth best performing sweet snacking line during the period," it said.
"We also found that merchandising the single serve product separately to the multipack drove incremental sales."