Nutella is returning to TV screens with its ‘Pancakes Love Nutella’ creative in the new year, leading up to Pancake Day. 

The brand saw an increase in sales of 12.2% in the weeks leading up to the calendar date last year, according to producer Ferrero. 

The company is aiming to encourage awareness among new and existing consumers by including competitions and prizes across its social pages, including interactive materials (such as downloadable bunting and invitations), to drive excitement in the run-up to Pancake Day.

“Last year, Nutella attracted nearly half a million new households to the brand, and we’re looking forward to encouraging more people to celebrate Pancake Day this year with the return of our TV ad and new engaging social activity,” said customer development director Levi Boorer. 

“With sweet spreads taking the top spot for pancake toppings, we are confident that our Pancake Day campaign will help retailers to maximise their sales.”