Nutty about pancakes

FERRERO has been putting some serious money behind its Nutella brand, in honour of Pancake Tuesday.

The ‘Pancakes Love Nutella’ campaign involved a £1.9m media and shopper investment, as well as some special-edition jars designed to catch shoppers eyes and help to drive sales of the brand.

Levi Boorer, customer development director at Ferrero, said: “The nation really does love Nutella, our focused Pancake Day campaign aimed to help retailers tap into this lucrative occasion.

“With Nutella continuing to grow and now worth £69m as a powerbrand, Nutella is synonymous with the occasion.

“Families love Nutella and as the category leader, Nutella continues to maintain its number one position for brand love amongst spreads.”