Ferrero celebrates 30th birthday
Ferrero is sharing a birthday gift with its customers. To celebrate Ferrero Rocher’s 30th Birthday in the UK, the global confectioner is working with its UK Route to Market trade partners to offer impulse retailers promotions to encourage stocking in this celebration year. Limited edition ‘30 years’ packaging on fast selling Rocher products and new premium ‘gold standard’ POS materials will add further sparkle as Ferrero Rocher and Ferrero Collection go back on TV with a heavyweight advertising campaign throughout the Christmas season.
To capture consumer excitement, over three million limited edition ’30 years’ celebration packs are being launched from September – inviting consumers to celebrate with Ferrero. Available on Ferrero Rocher three piece treat packs (37.5g) and 16 piece gifting boxes (200g), the 30th Birthday celebrations will be supported with online and social media investment.
To help retailers maximise this opportunity Ferrero will be supporting offers across Cash and Carry and Wholesaler partners across the season – with a key focus on the anniversary dates of 24th-30th of September. The iconic confectionery brand has also invested in new premium ‘gold standard’ POS to showcase the special nature of the range and ensure that displays dazzle capturing impulse sales opportunities in the run up to Christmas.
“Ferrero was one of only three top boxed chocolate manufacturers to grow over the key Christmas sales period last year, despite a climate of austerity. As the leading classic boxed brand Ferrero is a unique and trusted proposition that will attract consumers to the fixture, driving impulsive purchases which are heightened during the festive seasons including both Diwali and Christmas.” comments Levi Boorer, customer development director Ferrero, “By stocking the best sellers in the category in Impulse – which are the Rocher 16 piece box, Rocher 24 pack and Collection 16 pack – retailers can meet the No.1 consumer need for boxed chocolate at Christmas which is gifting. The Ferrero range offers a solution for other numerous special occasions including birthdays throughout the festive season.”
Both Ferrero Rocher and Collection will also be back on TV this Christmas with bespoke advertising to maximise engagement.
Boorer says, “Both Ferrero Rocher and Collection will benefit from a heavyweight £6m marketing investment strongly weighted towards TV advertising which is set to give the Ferrero brand No.1 share of voice in food during the Christmas period for a second consecutive year. Ferrero Rocher achieved the No.1 spot in food media spend last year, and was second only to Coca Cola in terms of total food and drink. This demonstrates our continued commitment to driving growth in the category and the importance of stocking Rocher and Collection side by side to cater for their distinct shopper sets during the festive season.”
Ferrero Collection has helped revolutionise the in-laid boxed chocolate category. The Collection 16 pack alone has added £1million to category sales (+65% YOY), driven predominantly by heavyweight TV investment and retailers maximising the opportunity to drive something special into the Christmas occasion. The assortment this year has changed in line with Raffaello joining Rocher and Rond Noir in all Ferrero Collection packs.
Kinder is also looking to accelerate seasonal kids confectionery sales by extending its hugely successful range with three new & unique novelty products; Kinder Chocolate colouring activity kit (150g); Kinder Chocolate Minis Tube (78g) & Kinder Surprise themed Christmas Egg. As with all Kinder products these have been invented for kids but come in controlled portion sizes favoured by mums, making them the perfect stocking fillers.
