Ferrero invests £8m to reposition Nutella

The campaign, which breaks on August 29th aims to drive trial of Nutella, directly challenging current perceptions of the brand as a treat, by communicating the nutritious ingredients contained in every jar that it can be used as part of a balanced breakfast.

Ferrero sales director Craig Barker comments: “With each jar of Nutella containing 52 hazelnuts, a glass of skimmed milk and a little cocoa, the main message behind our campaign will be that Nutella is an excellent source of slow release energy and a surprisingly nutritious choice as part of a balanced breakfast.”

The campaign features an execution called Toaster Dance which depicts the breakfast scene in six homes and emphasises the nutritious and tasty role Nutella plays in giving children a balanced breakfast, with the strap line “Wake up to Nutella”.

The campaign will be supported by extensive advertorial activity in targeted consumer press, together with in-store and experiential sampling, with at least 500,000 consumers sampling the product.

The Nutella brand has experienced impressive value growth of 21% over the last 12 months, in a traditional category suffering low growth rate.

Barker adds: “We are confident that with our biggest ever investment in the brand, more and more people will wake up to Nutella as part of their balanced breakfast and the brand will continue to enjoy strong growth. As the news will be spreading fast we would urge retailers to wake up to Nutella too and stock up now.”