Nutella has launched a dedicated £1m Christmas campaign featuring a new TV ad, a festive pack makeover and digital, social and experiential activity.
The campaign runs through to the end of December.
With the tagline ‘spread happiness’, the 10-second Christmas special features after the 20-second all-year-round Nutella ad. After a sprinkling of magic, the frame switches to the scene of a kitchen featuring a festive jar of Nutella on a kitchen counter. A boy wearing false reindeer antlers pops up and reaches out for a piece of toast, cut into the shape of a Christmas tree, whilst his dad looks on smiling. The ad concludes with the narrator saying: “there has never been a better time to spread happiness with Nutella”.
Levi Boorer, Customer Development Director at Ferrero UK, commented: “Our focused Christmas campaign follows tremendous success in other markets, such as Germany, which experienced a +22% uplift in sales. Falling on a Sunday, 2016 was one of the biggest Christmases ever, there was a double peak in sales across the industry across Friday and Saturday and we foresee a similar trend this year with the big day on a Monday.
“Families love Nutella and as the category leader it continues to maintain its number one position for brand love amongst spreads. Ferrero is investing in heavyweight media campaigns and NPD, which we believe can provide retailers with the perfect gift this Christmas in the form of fantastic sales. We are really proud of our brand’s scale and are committed to developing an all year round range that also caters for special occasions such as Christmas.”