World NUTELLA® Day

Challenge

Ferrero Foodservice is part of a highly competitive foodservice market. Building a direct relationship with the customer can be difficult due to the use of wholesalers to move product and make sales.

Not only is Ferrero Foodservice looking to reach new audiences, but it’s essential to build relationships with those that support it already.

Ferrero wanted to create some community involvement around the World NUTELLA® Day, encourage cafes to get involved, all while rewarding loyal cafes who have had a tough year in 2020.

Objectives:

· Increase Ferrero Foodservice’s database of independent cafes

· Create ‘noise’ around World NUTELLA® Day on social media

· Encourage in-store promotion with independent cafes

Strategy

Mulberry launched an online marketing campaign that leveraged both social media promotions and digital media marketing. The offer was to supply venues 100 compostable coffee cups to use for World NUTELLA® Day. Facebook and Instagram were used to source traffic by using a number of targeted lead generation campaigns. Early bird offers were made to existing members, to reward engagement and loyalty.

Electronic direct mails and social posts were distributed before World NUTELLA® Day to encourage customers to create menu specials for the day. Cafes were also incentivised to take photos on the day to not only reach other foodservice professionals, but to gain valuable and engaging content.

Results

Participating Cafes

700+

Images Shared on Social Media

200+

EDM Average Open Rate

20.2%

Facebook Reach

180,000+ during the week of World Nutella® Day (Feb. 1-7)

Facebook Engagement

14,000+ during the week of World Nutella® Day (Feb. 1-7)