Ferrero UK has lined up a flurry of seasonal promotion totting up to £6m ($9.6m) that it says puts it in second spot for food media spend this year, just behind Coca Cola.
Its seasonal campaign includes presence at the London food show Taste of Christmas this week, with live demonstrations on how Ferrero pralines are made, as well as a partnership with the London Wine Academy to promote the chocolate in combination with fine wines.
The activity is being supported by “heavyweight” TV advertising along with print and social media investments, the company said.
“This year’s campaign is set to see the brand hit the top spot for food media spend for the second year running. This is expected to put Ferrero second only to Coca Cola in the food and drink sector again for the second year,” it added.
‘Crucial’ Christmas promotions
A spokesperson for Ferrero told ConfectioneryNews.com that such a hefty investment was crucial for the firm.
“Christmas is the most important time of the year for the Ferrero Range. The brand naturally resonates with Christmas and so the campaign aims to remind consumers of the great Ferrero taste during the festive season,” she said.
Mauro De Felip, marketing director at Ferrero UK and Ireland, said: “It will be great to do something different this year and give consumers the opportunity to see Ferrero pralines being made for the very first time in the brand’s 30 year history. As well as offer some sound advice on some excellent ways to match our products with wines, the ultimate festive indulgence.”
New seasonal product launches
The sizeable marketing campaign supports the launch of several new product developments. Ferrero Rocher has a Christmas tree product, gift box, ‘collection’ and a Raffaello purse.