NUTELLA is 50 years old this year and the brand, owned by Ferrero, promises a raft of promotional activity through its spread’s landmark year.
The current advertising campaign focuses on the spread’s popularity at breakfast time (the firm says 74% of Nutella is eaten first thing in the morning according to Kantar research).
“Nutella has the highest media spend in the spreads category,” said Levi Boorer, customer development director at brand owner, Ferrero.
“It is in fifth position when you look at the total cereals category, which is a good point of comparison in order to highlight Nutella’s importance as part of the breakfast occasion.”
He continued: “We’re committed to increasing this investment even further over the next year to support our ambitious growth strategy. Our Wake Up To Nutella campaign has really connected with mums.” The ad aims to show how breakfast can bring a family together and communicate the “emotional benefits” of enjoying Nutella.
Nutella is available in three pack sizes: 200g, 400g and 750g. The 400g jar is the UK’s top-selling spread according to Nielsen figures. Boorer describes the 200g pack as “a strong gateway to the brand, offering a great price point for light users”. It is currently growing at 23.7% year on year according to Nielsen research, he added.
To increase sales, Boorer suggests looking beyond the breakfast table and highlighting Nutella as an option for Pancake Day, snacking, packed lunches and desserts. “Use point of sale in-store to prompt shoppers and inspire them with usage suggestions,” he said.
And he urges retailers to focus on brands, such as Nutella, which are well-recognised because of TV advertising.