Italian chocolatier Ferrero today announced the launch of its Boxed Chocolates category strategy for its Ferrero pralines and Thorntons Boxed Chocolates ranges. The new marketing approach comes as Ferrero celebrates 50 years in the UK & Ireland.
The strategy aims to appeal to shoppers seeking gifts in the approach to the Christmas season. Levi Boorer, Customer Development Director, explains: “With our new Boxed Chocolates strategy, the Ferrero Pralines and Thorntons Boxed Chocolates ranges will be clearly positioned in line with two key shopper missions – to give to share and to give to gift.”
Ferrero Pralines will be presented as a sharing gift with sampling activity and television advertising leading into the Christmas season. Thorntons Boxed Chocolates will be presented as a giving gift.
Ferrero aims also to assist retailers in implementing the strategy via the opening of its Shopper Experience Centre in its UK headquarters in Greenford Park. Boorer added: “A 'one size fits all' approach doesn’t cut it with retailers. We are able to deliver tailored insights and breakthrough technology to help grow their businesses.”
Ferrero acquired Thorntons in 2015. The company has been present in the UK & Ireland since 1966.
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