Ferrero is looking to celebrate Pancake Day on 17 February with a £1.4m media campaign for Nutella.

Kicking off at the start of February, the campaign includes TV, out of home advertising, radio, digital, social media and in-store displays.

Customer development director Levi Boorer encouraged retailers to stock up on Nutella.

“Chocolate & Hazelnut Spreads are the most popular toppings of all Sweet Spreads at Pancake Day and, with Nutella being the number one brand in the spreads category, we want to drive excitement amongst consumers at every touch-point this year, whilst reinforcing the date,” he said. “Our nationwide digital 6-sheet advertising, featuring across shopping centres and National Rail stations, will creatively count down the days to Pancake Day, whilst our tailored theatrical in-store display solutions will increase awareness and sales.

“The number of shoppers who buy Nutella almost triples (+189%) in the four weeks prior to Pancake Day so we’d recommend that retailers capitalise on this year’s campaign by creating hotspots in-store using the tailored POS solutions.”