Talking Retail Grocery and product news for independent retailers
The “Pancakes Love Nutella” advert is running for nine days and points shoppers to Nutella’s recipe hub.
Brand owner Ferrero said home baking has been a key driver of growth for Nutella throughout 2020, as more households have experimented in the kitchen, which “has led to an exceptional increase of 624,000 new buyers of the spread”.
Levi Boorer, customer development director at Ferrero, said: “Pancake Day last year proved to be very successful for us, with Nutella adding the most value to the category with sales of over £6.2m, alongside experiencing growth of 9.6% year on year.
“Our new marketing campaign focusses on building on this momentum and cementing our position as a top choice for Pancake Day, providing shoppers with that tasty touch of Nutella to mark the occasion.
“We recommend retailers to stock the 350g jar – as 73% of Nutella sales are through this format at this time of year – making it widely available so people can easily pick it up.
“It is also important that retailers keep their displays replenished to make the most of last-minute purchases, as 22% of total Nutella sales take place on Pancake Day itself.”
