Nutella positions itself as the 'perfect pancake accompaniment' in Pancake Day push

To encourage sales and capitalise on demand for the perfect pancake topping Nutella has launched an integrated advertising campaign ahead of Pancake Day next Tuesday (17 February).

Devised by krow Communications, the campaign features a short and catchy Pancake Day jingle to celebrate the event.

Nick Hastings, creative founder at krow, explained: “On Pancake Day many of us are missing out on the very tasty possibility of Nutella with pancakes, so for this Pancake Day we've created an ear and eye catching campaign to jog people into putting Nutella on the shopping list.

“Eventually we want Pancake Day without Nutella to feel as unlikely as Christmas without mince pies.”

Spanning TV, radio, outdoor and online including video-on-demand and pre-roll the campaign hopes to encourage people to get together and not let the day pass by unmarked.

Digital outdoor and online executions count down to the big day and invite people to download Pancake Day party invites and decorations from the Nutella Facebook page.

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