In the UK, Shrove Tuesday is known as „Pancake Day“. While Shrove Tuesday in this country is associated with the flowers often used in the Rhineland carnival, people across the Channel like to eat „pancakes“ on this day. Last year, the STI Group developed a special advertising display for a sweet pancake topping.
Pancake Day and Valentine's Day were just one day apart in 2018. Ferrero UK, the manufacturer of the nut nougat cream Nutella, therefore launched an extra advertising campaign. The aim was to remain visible as the right pancake spread in view of the numerous promotions on Lovers„ Day. Nutella had a reputation to defend, which is manifested in the annual “Pancake loves Nutella" advertising campaign. Instead of the traditional sugar and lemon topping, Brits are now turning to Nutella. Pancake day with the dark breakfast dessert from Ferrero.
Appealing to Valentine's Day customers with hearts
STI Group developed an advertising display for Ferrero UK so that customers in supermarkets would also notice Nutella among all the Valentine's Day offers. POPAI Awards UK & Ireland won. The Floor display was designed in the form of a kitchen worktop with a hob and three-dimensional elements such as a frying pan with a movable pancake on top and a Nutella glass. Red hearts were also intended to appeal to customers who were fixated on Valentine's Day.
„The display is perfectly matched to the product and the occasion, the design refers to our product and creates a direct link to Pancake Day,“ explains Sherry Siganporia, Shopper Marketing Manager Nutella at Ferrero UK. The design has fulfilled its purpose, she adds: „The Call to action on Point of sale has worked extremely well for us.“
[infotext icon]Create exclusive events on special dates
As a packaging and display manufacturer, the STI Group sees the example of Nutella's special campaign for British Pancake Day as a successful example of seasonal campaigns. Manufacturers could generate exclusive events on special days in the calendar and strengthen the connection between customers and the brand. STI has summarised the dates of such events in a promotional calendar, which can be requested free of charge from the following e-mail address julian.stahnke@sti-group.com.
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