Nutella hands £4m job to Krow ahead of relaunch

Ferrero has appointed Krow to handle the £4m ad account for its Nutella brand as it prepares to reposition as a breakfast product to be eaten as part of a balanced diet.

The relaunch of the hazelnut-based chocolate spread will be backed by an integrated campaign spanning TV, press and digital. The activity, entitled 'Toaster dancer', breaks on 29 August, and will run for eight weeks. It will promote the spread as a source of slow-release energy, with each 400g jar containing 52 hazelnuts.

Ferrero's strategy is likely to come under fire in the face of the shift in UK food advertising toward the promotion of healthier eating habits.

Under Ofcom restrictions on TV advertising of foods high in fat, salt or sugar, the spread cannot be advertised in or around programmes targeting children.

Nutella, which launched in 1964, is a cultural phenomenon in Italy and France; about 1bn of its glass jars are sold worldwide every year. Its success in the UK has been relatively limited by comparison.

Ferrero's relationships with WCRS, which handles advertising for Ferrero Rocher, Tic Tac and Kinder Kid, and with Dreamcoast, which handles Kinder Bueno, are unaffected.

Its media arrangements with Mediaedge:cia also remain unchanged.

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