SOMERSET, N.J. -- Ferrero USA Inc. has selected Marriner Marketing Communications as its full-service agency of record to support the introduction of Nutella, a leading 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 everyday 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," said Karl Krohn, spreads category marketing director for Somerset, N.J.-based Ferrero USA. "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 rollout progresses."
Tighe Merkert, president of Marriner, said, "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."
Columbia, Md.-based Marriner provides integrated marketing solutions to the food, beverage and hospitality industries and has capitalized billings of over $60 million. Clients include Perdue Farms, Rich Products Corp., McCormick & Co., Zatarain's, Butterball, King & Prince Seafood, Marriott International, The Ritz-Carlton Hotel Co., Phillips Foods, MICROS Systems, Vulcan, Wolf & Berkel, Gaylord Industries, Knouse Foods and USA Rice Federation.
Nutella was originally created in the 1960s in the Piedmont area, Italy by Pietro Ferrero, who later founded Ferrero. Ferrero, now a leading global confectionery group, imported Nutella to the United States from Italy more than 25 years ago. The combination of ingredients includes roasted hazelnuts, skim milk and cocoa. Nutella is gluten-free, peanut-free, certified Kosher and has no artificial colors or preservatives.
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