Nutella ad

Ferrero is aiming to tap demand for personalisation with a £1.7m campaign for Nutella that will let consumers claim a label with their name on it for every purchase.

Launching on 5 October, ‘Your Nutella, Your Way’ will see 5.8 million 400g and 750g promotional packs of the spread feature a unique code, which can be entered online along with the user’s name in order to receive a personalised label.

A competition run alongside this through the brand’s Facebook page will give fans the chance to win a customisable trip - either to the French Riviera, to learn the art of making patisserie, or Andalucía in Spain, to complete fresh fruit picking and a family-friendly cookery class. To enter, consumers will be asked to share their favourite way of eating Nutella, tagging friends into the post.

The campaign will also be supported by a 20 second TV advert, plus out of home, VOD and digital - including a freshly created Nutella UK Instagram account.

Ferrero cited research showing 36% of consumers - and 46% of 25-30 year olds - were interested in personalised offerings from brands [WARC August 2015].

“Nearly 25m jars of Nutella were sold this year - quite an achievement when you consider this is the same number of households in the UK,” said Ferrero customer development director Levi Boorer. “Further to this, one million new households bought Nutella last year, demonstrating that consumers’ love for the brand is continuing to grow. 

“Nutella is such a versatile product and our Facebook competition is set to highlight this to consumers, sparking more excitement about the many ways to enjoy the product. We are confident that by giving something back to our loyal shoppers through the ‘Your Nutella, Your Way’ campaign, we will help to keep Nutella front of mind and drive additional sales for retailers.”

Sales of Nutella last year grew 20%, reaching £41.9m and overtaking Marmite as the second biggest brand in the spreads category, after Rowse [Nielsen 52 w/e 11 October 2014].

A service offering personalised jars of Nutella was introduced by Selfridges last Christmas, and brought back for Valentine’s Day after it proved popular with shoppers. In March, the brand was embroiled in controversy when it launched its ‘Say it with Nutella’ campaign in France, allowing users to create an image of a Nutella jar with a personalised message - but banning the use of certain words, including ‘lesbian’.