Since celebrations and gatherings were absent for so many last year, Christmas 2021 should be the year shoppers can get back to hosting friends and family, presenting a big opportunity for retailers. Well-known and trusted brands such as Thorntons are key in helping stores drive festive sales. Over the last year, Thorntons Continental has generated £13.6m in value sales1 and Thorntons Classic has grown +21%, now worth £29.2m in value sales2.
This demonstrates shopper appetite for these boxed options, and as products that work in stores all year round, retailers don’t necessarily need to bring in all new lines to appeal to those shopping ahead of Christmas for treats for friends and family. Stocking big name brands, alongside seasonal products, means there is less risk of having products left over that lose relevance after the event.
In anticipation of the Christmas season, Ferrero UK has expanded its Thorntons’ boxed chocolate range with the launch of Thorntons Pearls in two deliciously premium flavours – Hazelnut Delight and Salted Caramel Sensation, the range offers shoppers the perfect treat to enjoy while sharing moments of delight with loved ones. The Salted Caramel Sensation variant features a gooey caramel filling, balanced with a hint of sea salt, and Hazelnut Delight has a delicious praline filling, enriched with roasted hazelnuts.
In anticipation of the Christmas season, Ferrero UK has expanded its Thorntons’ boxed chocolate range with the launch of Thorntons Pearls in two deliciously premium flavours – Hazelnut Delight and Salted Caramel Sensation, the range offers shoppers the perfect treat to enjoy while sharing moments of delight with loved ones. The Salted Caramel Sensation variant features a gooey caramel filling, balanced with a hint of sea salt, and Hazelnut Delight has a delicious praline filling, enriched with roasted hazelnuts.
Following a successful year for the brand, Thorntons has also returned to TV screens with a brand-new creative for the first time in four years, as part of a £3.6m campaign.
The advert aims to reignite shoppers’ emotional connection with the brand and drive awareness of the Thorntons portfolio in the lead up to Christmas, a key sales period for boxed chocolates.
Levi Boorer, customer development director at Ferrero, comments: “The strong performance of the brand comes as consumers looked to gift loved ones during the pandemic, with Thorntons having strong relevance across all seasonal occasions, from Christmas, to Valentine’s Day and Mother’s Day.
Our latest campaign will keep the brand front of mind during a key sales period for retailers, ensuring long-term success of the brand and helping to drive purchase of our products in stores.”
Boorer continues: “Thorntons is a classic British brand which our nation of shoppers has a lot of love for, our latest TV advert reinforces that, with an added element of humour to continue to help people identify with the brand. Following a strong year for our core range, now is the ideal time to get Thorntons back on TV in a fresh and engaging way.
Merchandising tips and advice
- Utilise POS to disrupt shoppers in-store and drive impulse purchases, this is also a great way to draw attention to any festive deals or offerings
- Spread festive joy this Christmas by utilising social media, try offering a competition giveaway for shoppers where they can win a festive hamper including a selection of Christmas products from your store, this will increase online engagement and drive excitement among shoppers
- Ensure you communicate with your customers about festive opening times, many stores are closing on Boxing Day, if your store is open, make sure shoppers know this as they may need to pick up a last-minute gift or top-up treats for entertaining friends and family
Head to www.yourperfectstore.co.uk for POS and advice.
[1] Nielsen Scantrack, Boxed Database, MAT updated 06.11.21
[2] Nielsen Scantrack, Boxed Database, MAT updated 06.11.21
[3] Nielsen Scantrack, Total Spreads, Total Coverage, MAT to 09.02.19 based on Value Sales
[4] Nielsen Scantrack, Classic Boxed Chocolate (Boxed excluding Twistwraps), Total Coverage, MAT to 09.02.19 based on Value Sales
[5] Nielsen, ScanTrack, Pocket Confectionery, Total Coverage, MAT to 09.02.19 based on Value Sales
[6] Nielsen Scantrack, Total Kids Confectionery, Total coverage, MAT to 09.02.19 based on Value Sales
[7] Nielsen, Chocolate Countlines, Total Coverage, MAT to 09.02.19 based on Value Sales (ranked 6th)
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