Nutella’s  ‘Pancakes Love Nutella’ campaign will be returning to screens bigger than ever before.

With £1.3m media investment, the campaign aims to reach 99% of mums, from January up until Pancake Day on Tuesday February 28.

The campaign will include activations across social channels, on-pack messaging and POS displays.

Value sales of Nutella grew by 8.6% last Pancake Day (Nielsen w/e 13.02.16 vs w/e 21.02.15).

Levi Boorer, customer development director at Ferrero said: “Our ‘Pancakes Love Nutella’ campaign is all about encouraging people to embrace the fun and enjoy the occasion. There is huge brand love for Nutella and with nearly half of shoppers buying into the brand at this occasion, we know it’s a favourite with shoppers. The ‘Pancakes Love Nutella’ song is so catchy that you can’t help but associate Nutella with Pancake Day. We’ve been focusing on Pancake Day for years now and we’re confident that yet again, Nutella is going to be at the heart of the occasion.

Fererro’s Top tips for Pancake Day

  • · Preparation is key: stock up early and ensure you have the essentials, such as flour, eggs and milk, alongside a selection of toppings for different tastes.
  • · Make sure Pancake Day is firmly on your shopper’s agendas by promoting the occasion on social media pages and with in-store displays
  • · Encourage staff to create a dialogue with shoppers by reminding them of the occasion