Ferrero USA is appointing Terri & Sandy (T&S) as the new U.S. creative agency of record for its flagship Nutella brand following a competitive review that kicked off in February. The agency out-dueled five undisclosed agencies and is replacing Nutella’s longtime AOR Merkley & Partners.
T&S will lead all creative, strategy and execution for Nutella’s US business while media and PR duties remain in place, handled by PHD and agency Golin, respectively.
The brand’s measured media outlay last year was close to $11 million, according to Kantar.
"Of all of our wins, this is the only one that has impressed my teenage daughter!” quipped T&S Co-CEO Sandy Greenberg. “She is a huge fan of Nutella and our goal is to create many more devotees in America. “
Nutella currently stands as the world’s leading hazelnut spread with over $2 billion in sales annually, though its popularity tends to be stronger in Europe.
The new creative direction has yet to be revealed. One recent ad touted "Best Mom Ever" as her busy family ran through the kitchen grabbing her pre-made Nutella meals.
"We are constantly looking at innovative approaches to engage our fanbase and reach new users," says Todd Midura, vice president marketing Nutella North America. The client will work with its new agency to “build upon our strong foundation of creating emotional connections with consumers."