Spreads and confectionery firm Ferrero is launching a major “personalisation” programme with a £1.7m campaign that gives Nutella fans the chance to put their names on their jars of the market-leading hazelnut spread.
Its Your Nutella, Your Way campaign, which began last month and is being supported by TV ads, outdoor posters, in-store marketing and digital and social media activity, gives consumers the opportunity to personalise their jars of Nutella by adding a name to each purchase.
Your Nutella, Your Way sees 5.8m promotional packs of Nutella (400g and 750g) being rolled out across the UK.
To get their personalised Nutella label, consumers go online at www.nutella.com, type in their name and submit the codes found on their Nutella packs.
Ferrero says research shows 36% of consumers are interested in personalised products. And 46% of 25 to 30 year-olds say they would welcome more bespoke offerings from brands.
Through Facebook, Nutella will also offer consumers the chance to win a customisable trip, to the French Riviera to learn the art of making patisserie or to Andalucía in Spain to complete fresh fruit picking and a family-friendly cookery class. To enter, consumers will be asked to submit their favourite way to have Nutella and tag their friends into their post.
Point of sale material includes free-standing display units, shelf barkers and wobblers.
Levi Boorer, customer development director at Ferrero, said: “Nearly 25m jars of Nutella were sold this year – quite an achievement when you consider this is the same number of households in the UK.”