Pancakes love Nutella

Nutella fans will be delighted to hear that the iconic ‘Pancakes Love Nutella’ campaign will be returning to small screens from the New Year up until Pancake Day on Tuesday 9 February 2016.

Nutella is aiming to encourage brand affinity and awareness among new and existing consumers by including competitions and prizes across its popular social pages. Interactive materials such as downloadable bunting and invitations will drive excitement leading up to Pancake Day, encouraging new shoppers to the occasion.

Levi Boorer, customer development director, Ferrero, comments: “Last year, Nutella attracted nearly half a million new households to the brand, and we’re looking forward to encouraging more people to celebrate Pancake Day this year with the return of our TV ad and new engaging social activity.

“Nutella continues to help drive growth in the spreads category, having sold nearly 25m jars this year. With sweet spreads taking the top spot for pancake toppings, we are confident that our Pancake Day campaign will help retailers to maximise their sales.”

More than ever, cross category displays are proving influential in driving occasion-based purchasing and encouraging a larger spend per shop. By displaying popular pancake toppings together, such as flour, eggs and milk, retailers can help to drive impulse purchases, by creating an impact and excitement around the occasion in store. Dual siting also plays a significant role in creating additional stand out in store and encouraging incremental sales, retailers should consider having a signposted hot spot for Pancake Day as well as an off shelf display.