Ferrero set Jellybean the task to engage with some of their key business customers using World Nutella® Day as a launch pad. The objective was to build stronger customer relationships and act as a door opener to discuss further opportunities.
Breakfast remains a growing profit opportunity and Jellybean believed that this, together with the increasing level of activity that World Nutella Day brings each year, would create an ideal chance to communicate the profit opportunity message to their key customers and offer added value to the relationship.
Jellybean understood the power of personalisation and so began work creating a personally tailored gift to send out in the run up to World Nutella Day. Working together with Ferrero, we compiled a top 20 list of customers and target customers. We then put together a high impact gift box for each customer, containing a personalised jar of Nutella, a personalised A5 mailer and a number of individual portion packs.
The campaign results
The activity created an opportunity for the sales team to follow up with a call or meeting. 100% of recipients got in touch to say thank you and were happy to discuss further opportunities.
“It was a fantastic relationship building campaign and one we are likely to repeat next year”.
Zareen Deboo, Foodservice Channel Operations Manager
Not only did it highlight the breakfast profit message and create further dialogue with key customers, we also demonstrated Ferrero’s expertise through the consumer research around the breakfast opportunity which was included in the mailer, as well as delivering sector specific recipe inspiration.