In the domestic market, Nutella is a much-loved commodity,
bought by some 115m households every year in 160 countries. This chocolate
spread phenomenon has become a daily breakfast ritual in countries such as
Italy and Germany and boasts 32m Facebook friends. During its 50th anniversary
in 2014, more than 76,000 shared stories from devoted fans were posted on
Nutella’s website.
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| Nutella I Love You gift box |
Social media activations
Now, Ferrero has decided to move the brand upmarket in
travel retail stores, giving it a more sophisticated look and feel under the
banner “Hello World”. The relatively sophisticated offer – exclusive to
airports – includes Say It With Nutella gift boxes with customised For You and
I Love You labels. These labels build on the popularity of a domestic market
initiative that has shifted some 100m customised jar labels.
The travel retail exclusive product range also boasts a tin
box presentation, the Nutella Ultimate kit (180g), containing a spreader and a
napkin for people on the go. The cutest item is the Big Jar packed with 21
miniature 30g pots.
Ferrero Travel Market Marketing Manager Davide Barresi is
confident of the success of this premiumisation strategy. “We held a focus
group and 74% of people said they would visit a [travel retail] store and buy
Nutella. The merchandising units are designed to scream Nutella. We want to
establish Nutella as its own category.”
The Hello World campaign will also have a social media
element. Thanks to geo-targeting, brand lovers will be able to receive a
message in their activated Facebook profile when they are at the airport and
see the exclusive products available in-store.
The official relaunch will take place globally from February
2018, and Barresi promises a “very, very big rollout”.
