Ferrero Travel Market has introduced a new branding concept and a refreshed product range for its Nutella hazelnut chocolate spread.
‘Hello World’ is based on the results of a Ferrero segmentation study, conducted last year with passengers in airports all over the world. The global campaign includes activations, POS materials and a new travel-exclusive product range, all focusing on the brand’s “primary characteristic” – optimism.
Ferrero Travel Market General Manager Frederic Thil, who presented “the world’s most famous spread” to guests during last week’s TFWA world Exhibition, described Nutella as a ‘love brand’. It is purchased for 115 million households every year and has 32 million Facebook fans.
Thil emphasised the brand’s 50 year history, its unchanged recipe and its “hugeness”.
“Our challenge is to make this a very successful story in travel retail. 75% of people who see Nutella in a store would like to try the product and would buy it as an incremental to basket. We want to simplify the offer. Nutella needs to be basic, simple and recognisable,” he said.
The Nutella Apparel gift pack includes a 750g jar of the chocolate hazelnut spread dressed in a reusable zip-up cover. Say it with Nutella gift boxes contain a 350g jar with an ‘I love you’ or ‘For you’ message printed on the label.
The Nutella Ultimate Kit is a jar-shaped tin containing a 180g jar of Nutella spread, a spreader and a place mat.
Three travel retail-exclusive best-sellers are offered: the Nuttela Big Jar of 21 30g jars, Nutella One-a-Day set of seven 30g jars and the individual 30g Nutella Mini-jar which is designed as a checkout item.
Ferrero said the ‘Hello World’ experience will be offered in selected locations with innovative in-store solutions to encourage travellers to interact with the brand and the new range. A Nutella ‘smile detector’ is designed to suggest the most appropriate Nutella SKU to match the shopper’s smile.
“Ferrero is leading the travel retail confectionery category through its imaginative and innovative activations and its creative approach to product concepts,” Thil said.
“In designing the ‘Hello World’ platform we set out to emphasise Nutella’s distinctive qualities – its ‘Nutellaness’. We wanted to attract the shopper through multiple touch points, interact with him with fun activities and showcase our new travel-exclusive range. We look forward to working with retailers to roll this out worldwide early next year.”
Ferrero said it has demonstrated its understanding of the needs of the travel retail shopper by investing in industry-leading initiatives that bring excitement, engagement and a Sense of Place to the shopping environment.
The company noted the success of its strategy of creating exclusive concepts and unique brand environments within airports, working closely with retailers and leveraging a travel exclusive portfolio.
Two recent platforms, the ‘Piazza Ferrero’ pralines and the Kinder ‘World above the Clouds’, delivered a “first-class” shopping experience for travellers and resulted in a significant uplift in sales, according to the company.