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.

Recommended

Will GCap survive without DAB?

Marketing Week

When Fru Hazlitt took over as chief executive of GCap Media eight weeks ago, it immediately became clear that she would have to grab shareholder attention by being ruthless and bold. The cost-cutting strategy she announced this week includes the sale of its 63% stake in eight-year-old digital multiplex Digital One, the closure of digital-only […]

VW appoints Hazelwood to head Skoda

Marketing Week

Volkswagen has promoted Robert Hazelwood to run the Skoda marque in the UK following Chris Craft’s move to the main VW brand (MW January 31). Hazelwood, who was previously director of Volkswagen Commercial Vehicles (VCV), takes over at Skoda on March 1. Hazelwood has been with Volkswagen Group UK since 2005, when he joined as […]

Lastminute plumps for Julie Davidson

Marketing Week

Online travel and leisure retailer lastminute.com has appointed former Levi’s marketer Julie Davidson as UK marketing director, in the midst of an advertising review across all its brands. Lastminute.com is reviewing its advertising as part of a move to consolidate its £4m advertising and digital accounts (MW January 17). This latest appointment also comes as […]

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now