Ferrero Rocher pop-up success to inform Thorntons store offer

Strategies and techniques from a series of pop-up events developed for chocolate brand Ferrero Rocher could be applied to Thorntons stores, says one of the brand’s directors.

Thorntons has been part of the Ferrero group since 2015. Ian Tweedale, regional category director for Pralines and Thorntons, spoke this week at POPAI’s Retail Experience Conference, held at the London Transport Museum in London’s Covent Garden.

Along with Angus Gibson of agency TracyLocke, Tweedale presented a case study of a Ferrero Rocher pop-up that was launched for two weeks over Christmas 2017. Located in Westfield White City, the initiative sought to address over-familiarity of the Ferrero Rocher brand by presenting it in a new way.

Shoppers were invited to rediscover the brand in ‘Behind the layers,’ an interactive experience that let them discover each of the five layers of the product through a series of installations, and to try cocktails inspired by the chocolate range. It followed a restaurant pop-up that had focused on creating dessert dishes inspired by the distinctive range.

Lessons from the consumer response to the pop-ups – which proved popular – could now be applied in-store for the UK high street chocolatier, says Tweedle.

“Some of these learnings can apply in Thorntons stores,” says Tweedle. “The idea is to create a brand experience rather than just sell chocolate.”

Thorntons has closed a number of stores in recent months as it seeks to stem losses caused in part by increased competition in the chocolate sector.

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