Ferrero focus on seasonal sharing packs

Ferrero is looking to double the size of its UK business by shifting its focus from gifting to sharing. The company will spend £6 million on a large multimedia Christmas campaign that kicks off in November with a TV ad for Ferrero Rocher and will be followed in December by the first standalone commercial for Ferrero Collection. The company said the push formed part of a five-year strategy to double its UK presence.

“Ferrero is a relatively small brand in the UK compared with other countries such as Italy, France and Germany,” says customer development director Levi Boorer. “The aim is to double our UK business by fixing availability and distribution gaps. We will continue to invest above the line and in NPD while reaching new customers, including upmarket retailers and smaller stores.” New products for Christmas include a Christmas tree-shaped Ferrero Rocher box and limited-edition Ferrero Collection box.