As part of a £5 million investment programme Ferrero has launched an innovative and engaging Christmas campaign and website www.ferrero-range.co.uk to support its premium boxed chocolate range and remind consumers that ‘Christmas isn’t Christmas without Ferrero’.
The brand brought sparkle to London’s Covent Garden last week (Thursday 25th November) with the creation of one of the largest edible Christmas trees ever produced in the UK. Designed by Food Artist Prudence Staite, the tree was made from over 10,000 individually wrapped Ferrero chocolates and measured over 11ft. The tree attracted the attention of passersby who had the opportunity to indulge in the ultimate Ferrero giveaway during the event.
The ‘Magic of Christmas’ campaign builds on the success of previous campaigns to support the iconic Ferrero Rocher – which continues to maintain its position as the No.1 Gifting Brand at Christmas (excluding twisted wraps) – as well as the leading gifting assortment Ferrero Collection, Ferrero Rondnoir and Raffaello by Ferrero.
Last year, Ferrero created giant golden Christmas trees with thousands of golden baubles intricately suspended to create spectacular 45ft trees at three of the UK’s favourite shopping destinations – The Bullring in Birmingham, Trafford Centre in Manchester and Westfield in London. This year, the campaign has got bigger and better with two additional trees added at the MetroCentre in Newcastle and Meadowhall shopping centre in Sheffield.
Ferrero’s 360° ‘Magic of Christmas’ campaign
The trees are the centrepiece of Ferrero’s 360° ‘Magic of Christmas’ campaign which has been activated nationally, regionally, online & in-store. As part of the campaign, Ferrero will also be giving away 500,000 free samples across the five shopping centres in the lead up until Christmas to strengthen the presence of the Ferrero range amongst consumers at Christmas.
Shoppers will be at the heart of giant interactive projections at four of the shopping destinations, as photos of them will be used as part of a giant Ferrero tree animation on the outside façade of the shopping centre building.
This activity has been launched alongside a brand new website www.ferrero-range.co.uk which was activated just last week.
To celebrate the launch of the website, Ferrero has created a unique, personalised Christmas e-card, giving visitors to the site the opportunity to capture their personal photographs in an image of a Ferrero Christmas tree which can be shared with family and friends. Ferrero is also using Facebook advertising to generate awareness and drive people to the new site.
Mauro De Felip, Ferrero UK Marketing Director, said: “This is our biggest Christmas campaign to date and we are excited to be able to tie this in with the launch of the new Ferrero range website – it’s the ultimate festive spectacular.
“We believe that in order for the brand to resonate with consumers they need to be at the forefront of our campaigns. This year we aimed to build on the success of our previous Christmas campaigns – using both live events and interactive platforms – to engage with consumers, continue to build brand advocacy and celebrate Ferrero at Christmas.”
The campaign is supported by the ‘Food of the Gods’ advertising, which will run until 24th December on national TV and video on demand services.