Ferrero puts Thorntons in the spotlight with a £4.9m marketing campaign

The much-loved Thorntons masterbrand is set to make a big impression this September as it re-launches into households with a £4.9m media investment from brand owner, Ferrero. As part of the new campaign, shoppers will see Thorntons making a return to their TV screens for the first time in seven years.

Thorntons Continental[1]

  • Ferrero is ensuring its newly acquired Thorntons brand will be unmissable for shoppers in the lead-up to Christmas and beyond, with a media investment of £4.9m
  • The creative execution will hero everything consumers already love about the brand; authenticity, ingenuity and intricacies, acknowledging that every product is lovingly crafted by Thorntons
  • Retailers will be able to add a personal touch to their store with a suite of POS solutions that will be available throughout the year

The multi-channel campaign will celebrate everything consumers instinctively love about the brand; authenticity, ingenuity and the hand crafted intricacies. The creative execution has been built upon extensive consumer research that shows a widespread appreciation for Thorntons as the number one brand for product excellence and creativity[1].

Levi Boorer, Customer Development Director, Ferrero comments: “We are proud to have such a well-loved brand with a rich heritage join our growing portfolio. As a business, Ferrero is excited about the potential in this already successful masterbrand and we are looking forward to giving Thorntons the love it deserves.

“By being an affordable luxury that consumers trust, we are able to bring great emphasis on the proud and passionate Thorntons approach that delivers delicious, high quality sweets and chocolates that are lovingly crafted with a personal touch. These core values have been in place since 1911 and we have reflected these within the new positioning and supporting campaigns.”

Research confirms the nation already has an incredibly strong affection for the Thorntons brand, reflected by its place as a top 10 masterbrand in the UK confectionery market. By adding that special Ferrero touch, the aim is to cover all touchpoints of the consumer journey to drive penetration and frequency for the brand.

Boorer concludes: “With Thorntons joining a line-up of household favourites, Ferrero now operates across a wider range of need states, enjoying 7% share of the UK confectionery market[2].”

Thorntons will offer retailers a suite of POS solutions, reigniting the passion and popularity that has made Thorntons one of the UK’s most trusted confectionery brands.

The new Thorntons TV creative will be on air from November 4th for six weeks.

For further retailer information and advice please visit Ferrero’s trade website www.ferrero-trade.com

Thorntons RRPs

Thorntons Continental 284g – £9.00

Thorntons Classic 274g – £7.00

Thorntons Favourite Flavours Mint 282g – £7.00

Thontons Moments 250g – £4.29

Thorntons Classic Dark 274g – £7.00

Thorntons Favourite Flavours Puddings 280g – £7.00

 ABOUT FERRERO

Present in the UK since 1966, Ferrero is a leading family-owned global company. Ferrero is the fourth-largest player in the global confectionery market (FT, 2015) and its unique and iconic brands are well-loved throughout the UK.  Ferrero’s brand portfolio includes: nutella; 400g is the UK’s No.1 selling spread SKU[3]; Ferrero Rocher, the UK’s no.2 classic boxed chocolate brand[4]; tic tac, the no.5 pocket confectionery brand[5]; Kinder Surprise, the no.3 kids confectionery[6] brand; Kinder Bueno, a top 10 countline brand[7], and most recently Thorntons, Britain’s much-loved chocolate manufacturer and retailer.  The success of each brand is based on quality products which are carefully crafted and supported with significant investment, to deliver great tastes for customers and strong profits for retailers.

Ferrero’s multi-million pound acquisition of Thorntons in 2015 is part of its continued investment in the competitive UK market. The transaction brought together two highly complementary businesses that share the same passion for innovative brand growth, underpinned by a proud heritage with drive and culture built upon family foundations. Ferrero is committed to building a strong and sustainable company that will continue to surprise and delight consumers with high quality confectionery products and experiences.

[1] Qualitative Consumer Research, Oct 2015

[2] Nielsen Total coverage 52wks to 11/6/16

[3] Nielsen Scantrack, Total Spreads, Total Coverage, MAT to 24.10.15 based on Value Sales

[4] Nielsen Scantrack, Classic Boxed Chocolate (Boxed excluding Twistwraps), Total Coverage, MAT to 24.10.15 based on Value Sales

[5] Nielsen, ScanTrack, Pocket Confectionery, Total Coverage, MAT to 24.10.15 based on Value Sales

[6] Nielsen Scantrack, Total Kids Confectionery, Total coverage, MAT to 24.10.15 based on Value Sales

[7] Nielsen, Chocolate Countlines, Total Coverage, MAT to 24.10.15 based on Value Sales (Ranked at number 8)

 

NO COMMENTS