Ferrero’s festive foray brings it closer to integrated marketing mix

Ferrero is to spend more on digital and shopper marketing for its brands to try and reach ambitious sales targets for 2015, a plan that begins in earnest with the festive efforts for its Ferrero Rocher chocolates.

The confectionery maker is to spend the bulk of a £7.2m festive pot for its praline brands on Ferrero Rocher, a 30% increase on what it spent last year.

It is funding an integrated marketing plan that pushes Ferrero Rocher fully into Facebook for the first time, while also adopting a coordinated in-store push over the next seven weeks.

Content revolves around a TV ad (see above) to highlight the craft that goes into making the chocolate, using the various layers on a “Magical Tree” to represent the different elements. It ends with the chocolates at the heart of a social gathering and features the brand’s “Make your moments golden” tagline.

Emma Colquhoun, marketing director for Ferrero UK and Ireland, says the strategy is a contrast to previous efforts when it has leaned more on TV to drive sales.

The traditional media mix reflected the lack of digital expertise in the company worldwide but it has made moves over the last 12 months to address those shortcomings. Two years ago, digital represented 1% of its total spend and now its 13%, double what it spent in 2013.

Colquhoun adds: “We’ve gone for a lot more modernity in terms of style and casting in the Ferrero Rocher campaign. That aim can also be linked to our media mix, where we’ve been very TV focused in the past and now for the first time we’ve really expanded into a more 360 approach. We’re trying to build relevancy by expanding those touchpoints, which is something we haven’t been good at in the past as a business.”

The reason for Ferrero’s bigger digital gambit comes from a need to drive relevancy for the Ferrero Rocher brand among women aged 35 and older this Christmas. The chocolatier plans to use the period, which accounts for nearly a third of Ferrero Rocher’s annual sales, as a launch pad to grow sales by 16% in 2015. Sales jumped 14% in the 52 weeks to August, according to Nielsen figures cited by Ferrero, and it believes the more aggressive digital and shopper marketing outlay will expand its flagship brand further.

Separately, Ferrero Raffaello will also receive its first ever standalone campaign. Driving trial, the campaign will be supported by significant sampling activity as well as outdoor and digital.

Additionally, Ferrero Collection will have its own press and TV advertising campaign to reinforce the special gifting occasion. Around 50% of Ferrero Collection’s sales are made in the run up to Christmas, according to the business.

Hide Comments1 Show Comment
  • Wesley Berg 28 Oct 2014 at 7:02 am

    I found this article and topic particularly interesting. The part that stuck out the most to me was that Ferrero had a lack of digital expertise worldwide. Being a current college
    student, it seems that moderate digital comprehension is a standard among my
    peers. I would assume that a company operating across the world would employ
    more digitally proficient workers. From a personal opinion, Ferrero’s chocolates
    are very good, but they often get forgotten until you see them in the store or
    on TV. By moving into social media, Ferrero will be able to spread their marketing
    campaigns to a whole new market segment. By providing online purchasing,
    Ferrero can capitalize on their digitalization campaign. Facebook is also the
    perfect media channel for reaching their target demographic, who are women
    thirty-five and older. During the upcoming Christmas season online shopping and
    internet usage will be at a yearly high. As a result, Ferrero’s leap into
    social media marketing will be able to take advantage of this massive market

  • Post a comment

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