Ferrero adds personal touch with ‘Your Nutella, Your Way’ campaign
With 36% of consumers already interested in personalised products, Nutella is planning to capitalise on this trend
17 August 2015 | 0
Ferrero is capitalising on the recent trend for personalisation with a new €220 fully-integrated campaign, ‘Your Nutella, Your Way’. The campaign, which will be supported across TV, video on demand, out of home, digital, social media and in-store, will enable consumers to personalise their jar of Nutella with a name on every purchase. Kicking off from 5 October, ‘Your Nutella, Your Way’ will see 5.8m promotional packs of Nutella (400g and 750g) rolled out across the UK and Ireland.
In order to request their personalised Nutella label, consumers simply need to go online at www.nutella.com, type in their name and submit the unique code found on-pack*. Personalisation is a growing trend within the FMCG market with 36% of consumers already interested in personalised products. This increases amongst young people with 46% of 25 to 30 year olds welcoming more bespoke offerings from brands*.
The campaign also offers consumers the chance to win a customisable trip, inspired by the versatility of Nutella, to the French Riviera to learn the art of making patisserie or 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 enjoy Nutella and tag their friends into their post, driving the versatility message of the brand through social sharing.
Levi Boorer, customer development director, comments: “1.6m jars of Nutella were sold this year** in Ireland alone. Penetration has also continued to grow***, demonstrating that consumers’ love for the brand is continuing to grow. We know that our loyal consumers are passionate about the product, with 58% of mums stating that Nutella is a brand they love****, and ‘Your Nutella, Your Way’ provides an opportunity to interact on a more personal level, which will drive engagement with Nutella.
Retailers will also be able to maximise the visibility of the campaign in-store with a visually-striking range of point of sale including free-standing display units, shelf barkers and wobblers, available from www.ferrero-trade.com.
(Open to UK, CI, IoM & ROI residents. 16+. Opens 05/10/15, claim by 30/06/16. Restrictions apply. Purchase necessary. Internet required, see jars or visit www.nutella.com for full T&Cs.)
*(Source: WARC, August 2015)
**(Source: Nielsen Unit Sales ROI, MAT w/e 12/07/15)
***(Source: Kantar ROI – data up to 26.04.12015)
****(Source: SPA Equity Tracking March 2015)