Tuesday 5 February is World Nutella Day and the Ferrero-owned brand is celebrating with its millions of fans, as well as marking the occasion with a home page makeover of The Moodie Davitt Report this week.
World Nutella Day was created in 2007 by American blogger Sara Rosso. Rosso wanted to unite the ever-increasing global Nutella community and encouraged them to share their love of the spread on social media. It has since become a global phenomenon, with fans sharing comments, photos and recipes on Twitter (@Nutelladay) and on social media pages (Facebook, Instagram) using the hashtag #WorldNutellaDay.
Fans can follow Nutella’s celebrations by liking the World Nutella Day official Facebook page and learn more about the brand on www.nutelladay.com.
Ferrero Travel Retail Brand and Business Intelligence Manager Filippo Bano said: “This is a very, very exciting time for Nutella and for the Ferrero team. We are fortunate to be dealing with such a tremendous product which just happens to be one of the most-loved brands in the world.
“When we talk about Nutella we always talk in big numbers,” Bano said. Nutella is Ferrero’s largest single brand, and it is purchased by dozens millions of households every year all around the world; its followers on Facebook alone total more than 32 million. And the word Nutella is mentioned, on average, every 0.5 seconds, claims the brand owner.
“It’s incredible when you consider it; one recipe, the work of a passionate team led by one man, Michele Ferrero more than 50 years ago. Who would have imagined that his relentless search for the perfect hazelnut spread would turn into such a remarkable story?”
Bano said Nutella is enjoying strong momentum in travel retail, with double-digit growth in 2018 since the introduction of its ‘Hello World’ platform.
2019 will be another crucial year for the development of the brand, with the Nutella Travel Exclusive range welcoming two new Nutella B-ready products – ready to roll out into global travel retail in the coming weeks.
Nutella B-ready combines Nutella with crispies and a crunchy baked shell in single, individually wrapped portions. B-Ready has been available on selected domestic markets since 2015 with its ‘love it in a jar? try it in a bar’ catch line.
Nutella Travel Exclusive B-Ready assortment features a 4-piece resealable mini box and 12-piece ‘Mega B-Ready’ flowpack including a resealable and reusable B-Ready-shaped box.
“B-Ready enables us to target and tackle on-the-go consumption in travel retail. We couldn’t really go there before. Now we are ready to take Nutella to another level,” Bano added.
“It’s a very strong step in terms of business. It’s going to be revolutionary as travellers can now finally enjoy Nutella on the move.”
Bano said social media and digital campaigns will dominate future promotional campaigns as Nutella continues to follow its three-pillar (exclusivity, quality and experience) strategy in travel retail.
Ferrero is extending the Nutella experience through standalone stores, with the first Nutella café concept opened at Dubai International in 2018, as reported.
Bano hinted that B-ready is one of just many new innovative products from Nutella, with another “exciting development” coming soon for Nutella fans.
