The Thorntons brand has returned to TV with a brand-new creative for the first time in four
years, as part of a £3.6m campaign. Going live from Nov 19 for a period of six weeks, the advert aims to reignite shoppers’ emotional connection with the brand and drive awareness
of the Thorntons portfolio in the lead up to Christmas, a key sales period for boxed
chocolates.
The campaign follows a successful year for the brand, with performance of both Thorntons
Continental and Classic being strong. Despite the challenges of lockdown restrictions, the
iconic chocolate boxes generated respective sales of £29.1m and £13.7m. Ferrero has also
launched Thorntons Pearls, presenting a new way for shoppers to gift, share and enjoy the
brand.
Levi Boorer, customer development director at Ferrero, comments: “The strong performance of the brand comes as consumers looked to gift loved ones during the pandemic, with Thorntons having strong relevance across all seasonal occasions, from Christmas, to Valentine’s Day and Mother’s Day.
"Our latest campaign will keep the brand front of mind during a key sales period for retailers, ensuring long-term success of the brand and helping to drive purchase of our products in stores.”
The adverts will show a group of friends getting together, with one couple bringing a box of Thorntons Classic as a gift. Keen to open the box as soon as they arrive, the clip gives viewers a chance to view British social etiquette in a humorous way, with both couples going for the same chocolate in the box.
“Thorntons is a classic British brand which our nation of shoppers has a lot of love for. This advert reinforces that, with an added element of humour to continue to help people identify with the brand. Following a strong year for our core range, now is the ideal time to get Thorntons back on TV in a fresh and engaging way," Boorer said.
