Ferrero has announced it is launching a €590,000 spring campaign with seasonally-themed promotions across its range of confectionary products, including Ferrero Rocher, Thorntons and Kinder.
The campaign will include bright new packaging to mark the seasonal occasions and help retailers upsell during this key trading period, like Valentine's Day, Mother's Day and Easter.
Across 14 of its eggs and novelties, the company will offer shoppers a chance to win hundreds of personalised gifts for their loved ones. Prizes include 1,000 chocolate speech bubbles, with a personalised message, according to Ferrero.
"Chocolate remains synonymous with spring and Easter, with 73% of households with kids buying chocolate for seasonal occasions," said Levi Boorer, customer development director, Ferrero. "When it comes to choosing what to buy during these events, shoppers are continuing to look for special and premium products to share or to gift."
As part of their Valentine’s Day and Mother’s Day promotions, the company will also offer Raffaello Heart and Ferrero Rocher Heart products. The latter is available in two sizes, 50g for a recommended price of €2.58 and 125g for €6.34, and the former is available in a larger 140g format for €7.71.
Ferrero will repackage one of its newer products, the Grand Ferrero Rocher, which is available in two sizes, 125g and 240g, for €7.33 and €12.89 respectively.
Thorntons Range
The company's Thorntons range of adult eggs will appear in a redesigned Favourite Flavours Adult Gift Eggs, with an on-pack promotion, according to the company. They will be available in four variants, its Toffee, Fudge & Caramel Collection 208g, Classic Collection 205g, Nut & Praline Collection 208g and Fruit Collection 210g, each at an recommended price of €8.
Thorntons will aim to further drive the sale of its larger eggs, with the return of its Mint Collection variant, according to Ferrero. This will include its Classic Collection 258g for €12, Classic Dark Collection 258g for €13.50 and Continental 255g at a price of €12.
Thorntons is also introducing its Dessert Eggs range into Ireland this year, after its success in the UK, according to Ferrero. This new range will include Chocolate Fudge Brownie 313g, Lemon Meringue 319g and Pecan Pie 329g.
The brand will replace its Harry Hopalot Milk Chocolate and White Chocolate Eggs with a Milk Chocolate Bunny and White Chocolate Bunny. The new chocolate bunnies will be available in two sizes, 200g, (€6.00), and 60g, (€3.00); the Milk and White Chocolate Bunny Eggs will be available in one size, 151g for €4, according to Ferrero. They will also feature an on-pack personalisation promotion.
Kinder
The company said that Kinder Surprise eggs are getting a makeover too. 100g pink and blue eggs will now feature a new design with DC Super Friends and DC Superhero Girls. In support of this, a new TV, digital and social campaign will hit the screens, as part of the brand’s €401,678m spring marketing investment.
According to Ferrero, Kinder Joy have designed an Egg Hunt Kit, aimed at driving its sales by encouraging retailers to offer their local communities their own egg hunts in-store, thereby increasing footfall. The kit will cost €9 for a 185g package.
“It is important that retailers create excitement within their local community, which will not only help translate into sales but bring in new shoppers," Boorer said. "Last Easter saw the return of Ferrero’s award-winning Easter Egg Hunt, aimed at driving sales of Kinder Joy. The activity encouraged retailers to offer their local communities their very own Easter Egg Hunts in-store, increasing footfall and driving excitement around the occasion."
Additionally, Kinder Choco-Bons will have an Easter-inspired pack design this year to align the product with the rest of the range.
"Whether it is for gifting or sharing or simply to be enjoyed at home with loved ones, we encourage retailers to start stocking up in January, to meet shoppers’ needs for spring," Boorer said. "We would always recommend that retailers utilise the POS solutions that are made available, to maximise sales and capture shoppers’ attention with eye-catching theatre in-store."
© 2018 - Checkout Magazine by Kevin Duggan
