Festive surprises to share
Christmas is the time for giving and Ferrero is giving its customers something special this year with the launch of seasonal NPD, a £6m heavyweight TV campaign and a bespoke competition for independent retailers who could win the ultimate golden Christmas store.
New Mini cubes are being introduced for both Ferrero Rocher and Raffaello, which has grown 39% YOY. The luxurious shiny gift boxes are exquisitely presented with a neat bow, designed to tap into the number one consumer need for boxed chocolate at Christmas – gifting. Both boxes have an RRP of £2.99. The launch of a new glittering pyramid-set, offers consumers the chance to create their very own iconic Rocher pyramid. Perfect for family gatherings, the pyramids make beautiful centre pieces on any festive table or at any special occasion and have an RRP of £19.99.
“2012 was the biggest ever Christmas for Ferrero with sales soaring by 13% to £33m, outperforming category growth of 2.4% ,” commented Levi Boorer, customer development director, Ferrero. “This year we are looking to drive further growth through our best-selling range, complimented by NPD and a £6m marketing investment that focuses on Ferrero Rocher and Collection being perfect for those special sharing and gifting moments. This heavyweight investment is set to give us number one media share of voice in food over December for a third consecutive year.”
“Purchases for special sharing and gifting on nights in with friends or family create lucrative sales opportunities for retailers, with 89% higher value sales on average than everyday confectionery. As the leaders in special, Ferrero is the only brand of scale with an all year round range that caters for the explosion of special occasions during the festive season. Retailers can unlock this opportunity by stocking our new seasonal SKUs alongside our top sellers, Rocher 16 pack and Rocher 24 pack and using our premium gold foil POS. Retailers who have used our displays during seasonal events have generated uplifts of up to 128% uplift .”
Ferrero is also set to make Christmas golden for impulse retailers with dazzling in-depot competitions around the country. Retailers who participate will be in with a chance to win a sparkling makeover for their store. With the help of the experts from Ferrero, and professional window dressers who have worked with designer brands to create windows for stores like Selfridges, the winning shop will be transformed into the ultimate golden Christmas store, and stocked up with Ferrero product and bespoke POS. Runners up will receive product prizes and special discounted deals.
Kinder is giving its popular chocolate Santa figure a new and improved makeover this Christmas. The new look Santa will now be Kinder Surprise branded and include a surprise toy inside. The 75g Surprise Santa is set to be the perfect gift for children during the Christmas period with an RRP of £2.50. The Kinder Seasonal range grew 138% last Christmas and contributed to 10.5% of category growth , boosting festive sales for retailers.
