Nutella hands Krow digital account in online push

Krow Communications has been handed the digital business for Nutella, the hazelnut-based chocolate spread, without a pitch. The appointment marks the Ferrero-owned brand’s first move into online advertising.

Krow won Nutella’s £4m above-the-line account last year and has since created a TV and press campaign featuring the strapline “Wake up to Nutella”, also used across the brand’s in-store and point of sale activity.

Nutella is the third standalone digital account that Krow has won following Thomson and Ilva. The agency has developed a campaign for Nutella using display ads that reinforces the message that there are “52 hazelnuts in a 400g jar”. The online campaign runs until March 3.

Krow was appointed last year to help reposition Nutella as a breakfast product to be eaten as part of a balanced diet.

Nutella was launched in 1964 and sells about 1 billion jars around the world every year. It is sold in more than 75 countries and is particularly popular in France and Italy but its success in the UK has been relatively limited since its launch in 1966.

Ferrero’s relationship with WCRS, which works on Ferrero Rocher, Tic Tac and Kinder Kid, and Dreamcoast, which handles Kinda Bueno, remains unaffected by the appointment of Krow. Media-edge:cia is retained to handle Ferrero’s media business.

It was reported last month that Ferrero was extending its Kinda Bueno range with the launch of Bueno Eggs in time for Easter.


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