Ferrero announces a multi-brand £8.1m media investment this Christmas that will help retailers maximise seasonal sales. With four TV campaigns and an exciting line up of 10 NPD launches, Ferrero is set to be unmissable during the festive period.
Following sales exceeding £79m in the months leading up to Christmas last year, Ferrero is once again committed to supporting retailers during this key trading time. With 30% share of the boxed confectionery category at Christmas, this year Ferrero will hero the Raffaello brand with a £2.85m media investment.
Taking to the nation’s screens
Following a successful support plan in Ireland in 2015, Raffaello’s support will focus on the unique personalities of its different ingredients. The creative – which was a huge success in Ireland, doubling the brand – profiles the sweet, smooth and nutty flavours of the product have been designed to encourage trial and connect with a younger audience through its tongue-in-cheek script.
Ferrero Rocher will add a touch of class to the nation’s TV screens this Christmas with the return of its popular ‘Make Your Moments Golden’ creative platform, supported by a £2.45m media investment. With a trio of well-loved and wellknown flavours, Ferrero Collection will receive a significant media investment, including a standalone TV creative designed to communicate the premium quality and demonstrate its role as the perfect gift.
New to shelves Premium Gifting
The media investment for Raffaello will be coupled with NPD, offering shoppers its deliciously different taste in a range of formats. The Raffaello Micro Ballotin (£1.23) will be available all-year-round, driving trial of the range, whilst the Raffaello Mini Tree 40g(£2.09) will offer an option for premium small gifting.
Christmas is a prime time for shoppers entering the novelties market, which is growing at 20.3%, and the new Ferrero Rocher Shooting Star (£1.99) offers the unmistakeable flavour of Rocher in a fun Christmas decoration design. With shoppers looking for differing gifting needs including a token gift, the Ferrero Mini Tree 50g (£2.09) will complement the Raffaello Tree. The popular Grand Rocher will also undergo an optimisation including improved labelling and a new easier to stack format, ensuring that the product is as easy as possible to sell. Adding to Ferrero’s seasonal NPD line up, Kinder, the fastest growing seasonal kids confectionery brand, is launching a Kinder Choco-Bons Box 300g (£4.00). Carrying festive packaging and an on-pack gift tag, the product is designed for the gifting occasion. With small token gifts continuing to prove popular, the Kinder Christmas range will now include the Kinder Chocolate Minis Hangable Star (£1.50).
Shoppers are always on the lookout for something special to give at Christmas, leading to a 2.7% rise in the growth of premium advent calendars. Thorntons is expanding its number one offering to include a Santa Advent Calendar (£3.00) and a Gruffalo Advent Calendar (£3.00). Not forgetting the grown-ups, the new Continental Advent Calendar (£8.00) will offer the NEW Continental range behind each door, offering consumers a tasting journey in the lead up to Christmas.
Figures and Shapes
Figures and shapes is the largest category after advent calendars at Christmas in terms of sales growth and Thorntons 200g and 60g models are market-leading offerings. These popular products are undergoing a makeover for Christmas 2016, including new poses and packaging, making them more appealing to a wider audience.
After a sterling Easter performance, Kinder Joy (£0.99) will be back for the festive season – this time with a Christmas design.
Levi Boorer, Customer Development Director, Ferrero, comments: “Retailers have been stocking up for the seasonal period as early as August and our plans for the coming months are sure to help them drive sales even further. From the organised shopper getting the gifts sorted in September, to those who put the finishing touches together on Christmas Eve, we are confident Ferrero is the perfect partner to help retailers make their sales golden.
“We know consumers love our products and that they are a staple on the seasonal shopping list. By investing in heavyweight media campaigns and NPD, we believe we can help provide retailers with the perfect gift this Christmas – sparkling sales.”