The popular ‘Pancakes Love Nutella’ campaign has returned to small screens in time for Pancake Day.

With sales of Nutella growing by 12.2% last Pancake Day, the brand is perfectly placed to help retailers capture incremental sales with its latest media investment IS set to drive excitement and awareness ahead of the occasion.

Nutella is aiming to encourage brand affinity and awareness amongst new and existing consumers by including competitions and prizes across its social pages. Interactive materials such as downloadable bunting and invitations will drive excitement leading up to Pancake Day, encouraging new shoppers to the occasion.

The campaign launched on Janury 1, and continuing until February 9.

More than ever, cross-category displays are proving influential in driving occasion-based purchasing and encouraging a larger spend per shop. By displaying popular pancake toppings together, such as flour, eggs and milk, retailers can help to drive impulse purchases, by creating an impact and excitement around the occasion in-store.

Dual-siting also plays a significant role in creating additional stand-out in-store and encouraging incremental sales, retailers should consider having a signposted hot-spot for Pancake Day as well as an off-shelf display.

Nutella’s Top tips for Pancake Day

  • Be prepared, stock up early and ensure you have the essentials, such as flour, eggs and milk, alongside a selection of toppings for different tastes
  • Encourage staff to create a dialogue with shoppers by reminding them of the occasion
  • Promote Pancake Day on social media pages to help drive awareness of the occasion
  • Why not have a pancake tossing contest in-store to drive footfall?