Ferrero unveils Nutella TV ad for Pancake Day

Ferrero has launched brand-new TV campaign Nutella in time for Pancake Day.

Looking to maintain its position as the nation’s favourite spread for the occasion, the ‘Spread a Nutella Smile’ campaign will run until March 1.

According to Nielsen figures, during Pancake Day 2021, Nutella sales grew 14 per cent in value vs the year before, providing the brand with a 17.4 per cent market share for the occasion. Nutella 350g was also the best-selling SKU, achieving over 2 x more in value sales than the second biggest player.

“Pancake Day is an unmissable occasion for the Nutella brand. It remains widely celebrated year after year across the UK, with people embracing traditional recipes and toppings, alongside trying new flavour combinations and experimenting with their creations.” Levi Boorer, customer development director at Ferrero UK, commented.

“It also offers retailers the chance to drive sales of store cupboard essentials as well as those finishing touches. Our campaign will help drive awareness and keep Nutella front of mind for shoppers during a key sales opportunity."

Nutella is not only a key player for retailers when it comes to Pancake Day, but is also a versatile brand that can be used all year round. Nutella’s total value sales are up +27 per cent vs 2019, ahead of the total category growth of 23 per cent [Nielsen 52 w/e 08.01.22].

The TV campaign will consist of three creatives and will be supported by digital and social channels.