Seasonal sales initiative
Ferrero will be creating a compelling sales opportunity for retailers this Christmas. With three multimedia campaigns across its Ferrero Rocher, Ferrero Collection and Raffaello brands and the introduction of a range of new products, the business is spending a total of £7m, marking Ferrero’s biggest support plan to date to maximise awareness of the total portfolio.
The Ferrero business is enjoying a period of rapid growth in the UK and Ireland, with plans to drive this further through continued investment in its brands, backed by impactful in-store campaigns.
Ferrero Rocher is launching its biggest ever widespread seasonal initiative, which is set to drive awareness and trial among potential shoppers and features the tagline “Make your moments golden”. The campaign will also be supported with cinema advertising, video on demand, digital, press, experiential sampling and in-store media. Ferrero Collection will also receive its own press and TV advertising campaign to reinforce the special gifting occasion.
Ferrero Golden Gallery is launching this September ahead of the Christmas gifting season. The luxurious box contains individually-wrapped chocolates including; Ferrero Rocher, Ferrero Rondnoir, Ferrero Cappuccino, Ferrero Manderly, Mon Cheri, Ferrero Tenderly Nougat and Ferrero Tenderly White.
Raffaello will receive its first ever standalone campaign this November. Setting out to resonate with 20-40 year-old females, it aims to drive further sales for retailers by positioning Raffaello as an everyday premium treat, rather than purely an occasions-based gift. The campaign will be supported by significant sampling activity, as well as outdoor and digital.
A new 150g box format will be available from the brand, containing individually wrapped Raffaello chocolates, while two new seasonal formats will also join the line-up this year: a Ferrero Rocher Star Tree Decoration and a Raffaello Star Tree Decoration.
Levi Boorer, customer development director, comments: “We are really proud of our brands’ scale, and are committed to developing an all year round range that also caters for the explosion of special occasions during the festive season. Retailers can maximise incremental opportunities by stocking our new seasonal SKUs alongside our top sellers, Rocher 16 pack and Rocher 24 pack and using our premium gold foil POS.”
Kinder is also expanding its gifting range this Christmas into the growing selection pack market, with the introduction of Kinder Mini Mix 79g, which includes: Kinder Surprise, Kinder Chocolate Medium Bar, Kinder Chocolate with Cereal and a Kinder Mini Figure.
Kinder Figures 15g will also be launched in a three pack and six pack, providing shoppers with the perfect gifting treat for children during the Christmas period.
