Industry News | June 6, 2012

Marriner Chosen for Nutella's Foodservice Rollout

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Ferrero U.S.A., Inc. has selected Marriner Marketing Communications as its full-service agency of record to support the introduction of Nutella, the world's No. 1 selling branded hazelnut spread, into the U.S. foodservice market. Marriner's industry relationships, experience, and reputation as a leading integrated marketing firm to the food and hospitality industries makes it the right partner to help Ferrero take this next step in the growth of the Nutella brand.

Ferrero will work with Marriner to develop an integrated communications platform that will leverage the Nutella brand image and create more consumer touchpoints to generate loyalty and drive every-day usage occasions. Marriner will assist Ferrero in its extension of the brand identity into foodservice by positioning it as relevant for professional chef and operators' needs.

The launch of Nutella into the foodservice channel will include target audience insights/research, a new microsite offering menu inspiration, trade show marketing and sales collateral, and a proactive advertising and public relations campaign.

"We are experiencing very positive growth of the Nutella business as the brand continues to reach so many more consumers. Now is the perfect time to penetrate the foodservice market," says Karl Krohn, spreads category marketing director, Ferrero U.S.A. "Marriner has a clear understanding of how to transition a proven consumer brand into the foodservice industry. They successfully supported us during the initial assessment and business plan phase, and we look forward to an aggressive marketing effort as this roll-out progresses."

Tighe Merkert, president of Marriner Marketing Communications, says, "We are thrilled to be working with such a revered brand. Nutella has a passionate consumer following all over the world and we look forward to expanding the brand's presence in the U.S. foodservice market. Ferrero's unwavering commitment to quality delivers a spread known for great taste and easy menu application. We look forward to integrating our vision of clarity with their desire to make Nutella the go-to choice in breakfast spreads for the foodservice environment."

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