Ferrero continues major Christmas investment with latest Thorntons campaign
Ferrero is continuing its major Christmas investment for its UK-based Thorntons brand, with a new festive television advert forming part of a £3.6 million campaign targeting the key festive confectionery season, reports Neill Barston.
The new six-week focus aims to reignite shoppers’ emotional connection with the British chocolate firm and raise its portfolio in the critical trading period at the end of November and December, amid continuing challenges for the wider retail sector that has been impacted by supply chain and logistics issues linked to the pandemic and Brexit trading complications.
As the company noted, despite the challenges of lockdown restrictions, the iconic chocolate boxes generated respective sales of £29.1m and £13.7m. Ferrero has also launched Thorntons Pearls, presenting a new way for shoppers to gift, share and enjoy the brand. The new Thorntons advert hits British screens this weekend.
Levi Boorer, customer development director at Ferrero, comments: “The strong performance of the brand comes as consumers looked to gift loved ones during the pandemic, with Thorntons having strong relevance across all seasonal occasions, from Christmas, to Valentine’s Day and Mother’s Day. Our latest campaign will keep the brand front of mind during a key sales period for retailers, ensuring long-term success of the brand and helping to drive purchase of our products in stores.”
There will be both a 30 and 20 second advert which shows a group of friends getting together, with one couple bringing a box of Thorntons Classic as a gift. Keen to open the box as soon as they arrive, the clip gives viewers a chance to view British social etiquette in a humorous way, with both couples going for the same chocolate in the box.
Boorer added: “Thorntons is a classic British brand which our nation of shoppers has a lot of love for. This advert reinforces that, with an added element of humour to continue to help people identify with the brand. Following a strong year for our core range, now is the ideal time to get Thorntons back on TV in a fresh and engaging way.”