Ferrero set to grow special spring sales

Ferrero is springing into 2013 with the launch of a sensational new seasonal range, and heavyweight marketing investment. A multimillion pound annual campaign including TV advertising will run through the Spring season for the first time since 2008 alongside special in store solutions to help independent retailers capitalise on the £1bn chocolate confectionery sales opportunity created by Valentines (14 February), Mothers Day (18 March) and Easter (31 March).

Customer development director, Levi Boorer comments, “Last year, we performed ahead of the category during the Spring season and boxed confectionery presents a big opportunity for independent retailers as a key category value driver during the Spring period. We are currently one of just two manufacturer’s driving significant growth in this category and well placed to help our retailer partners grow their Spring sales with our bestselling core range and sensational new seasonal products.”

Ferrero is bringing its golden touch to the £67m Spring novelties sector with the launch of a premium moulded bunny in January. With crunchy hazelnut pieces in the chocolate shell, the bunny has the same unique flavour as the classic Ferrero Rocher and is expected to appeal to brand loyalists and new consumers alike. By attracting new shoppers into the novelties category (65% in initial trials) the 100g Ferrero Rocher bunny presents a significant incremental sales opportunity.

Consumers are set to fall in love with the new Rocher Heart, the extra special gift for Valentines and Mothers Day. The contemporary golden heart shaped box design, has a premium look at an affordable price point.

Building on the success of the 275g luxury Rocher Easter Egg launched in 2011, Ferrero is pleased to announce a medium luxury egg to compliment the range. The smaller size means consumers can indulge in the same luxurious taste and look for less. The attractive box, contains a 100g chocolate shell with hazelnut pieces and four Ferrero Rocher.

Ferrero Rocher’s ‘Make your moments golden’ message will be front of mind with consumers throughout Spring with TV advertising featuring the new Ferrero Rocher bunny running from 25 February through to Easter. This will build on the £6m marketing investment, expected to give Ferrero the No.1 share of voice in food over the Christmas period for the second consecutive year. Sensational in store executions have also been designed to capture consumers’ imagination and help retailers unlock golden sales.