Boxing clever for half a century

Ferrero and Thorntons join forces and launch new strategy for chocolate sales

CELEBRATING 50 years of activity in the UK, Ferrero has launched a new strategy in the boxed chocolates category.

Following its acquisition of Thorntons this year, Ferrero says it can offer retailers an overview of how to be successful with boxed chocolates.

Ferrero is to spend £4.9m promoting the newly acquired Thorntons brand. And it says 4.4m households buy the Continental Collection at least once a year.

Customer development director Levi Boorer said: “Ferrero and Thorntons are highly complementary businesses.

“Thorntons, which already has a strong boxed chocolates offering, brings with it years of understanding and extensive research into shopper behaviour and this has led to an exciting new focus on the boxed chocolates category.”

Boorer said the company’s Ferrero Pralines and Thorntons Boxed Chocolates ranges will be clearly positioned in line with two shopper missions – to give, to share and to gift.

In the lead up to Christmas Ferrero Pralines will be promoted, with sampling activity and television advertising, as perfect for sharing.

Thorntons Boxed Chocolates will be promoted as a gift product.

Boorer said  4.4m UK households already  purchasing at least one box of the Classic Collection every year. In November Thorntons will be back on TV for the first time in seven years.

In November Thorntons will be back on television for the first time in seven years

“By being an affordable luxury that consumers trust, we are able to bring great emphasis on the proud and passionate Thorntons approach that delivers delicious, high quality sweets and chocolates that are lovingly crafted with a personal touch,” the customer development chief said.

“These core values have been in place since 1911 and we have reflected these within the supporting campaigns.”

In all, Ferrero is spending £4.9m on media support for the re-launch of Thorntons and has created POS materials for in-store promotion.

It has also created a Shopper Experience Centre at its headquarters in London designed  to help retailers develop the perfect store for their specific shoppers.

After selling chocolate in the UK and Ireland for half a century, Ferrero knows that  a one size fits all approach doesn’t work for retailers, Boorer said.  Early feedback about the experience centre suggests it is providing insights that help the company’s customers get the best out of chocolate sales, he added.