Ferrero Foodservice Australia found itself operating in a highly competitive environment - where more brands were trying to reach the same audience at the same time for ongoing promotion.
Traditional foodservice industry media is still an important information source, however these media outlets are becoming smaller, and merging or shutting down completely as the local media market suffers from a downturn in advertising.
Mulberry’s Melbourne office was brought on board to develop a communication campaign that would reach a business-to-business audience without relying heavily on trade advertising.
Mulberry pointed out the importance for Nutella and Ferrero Foodservice of engaging with foodservice professionals through touch points that actually reach their intended audience.
At the start of 2017, Mulberry Melbourne worked with Ferrero Foodservice to launch a global first “Nutella Foodservice” Facebook Page.