PR / Integrated
Following the successful launch of the Nutella® Muffin in September 2021, Ferrero Foodservice added their second NPD item to their range. The Nutella® Biscuits combine the unique and delicious taste of Nutella® with a golden, baked biscuit base for a memorable taste experience.
jellybean was tasked with launching these amazing biscuits into foodservice, and to create buzz and excitement in the foodservice press in order to draw the attention of buyers in key target sectors – vending, cafes, bakery and universities.
To support the launch, jellybean developed an integrated launch campaign including PR, digital and social comms targeting vending, cafes, bakery and university sectors.
We knew experiencing the new Nutella® Biscuits would be key to supporting the launch, so jellybean organised and curated premium, custom branded press packs and sent them to key publications. The exclusive package contained samples of the tasty new product for journalists to personally experience before anyone else.
Then to drive sampling with buyers in our target sectors, we created a dedicated webpage with data capture so that once they had heard about the new product via trade press editorial, digital or social media they could request a free sample and try it for themselves.
The targeted press releases and press packs were well received, with early pick up in both digital editions and online. Brand reach was also extended, with news articles being shared on magazine social channels too, including LinkedIn.
The recipients of the bespoke branded packs expressed their gratitude – thrilled to have received such an exciting delivery from Ferrero!
So far… Nutella® Biscuits have secured coverage in key publications including Bakery Business, British Baker, Garden Centre Catering, Public Sector Catering and Vending International.
In the first week of the launch, the activity generated 18 cuttings and over 250k opportunities to see.
Over on socials, we reached 110 new accounts, gained 2,976 impressions and generated 67 click-throughs from LinkedIn alone. The new webpage was viewed 191 times. Digital media gained 496,773 opportunities to see, resulting in 106,297 unique opens and 116 click throughs.