How FERRARA is Sharing Delight - through Content & Experiential Activations
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How FERRARA is Sharing Delight through Content & Experiential Activations 1
Our History
With a challenger mindset, we’re punching above our weight
#1 #2 #3 #2
Seasonal Sugar Sugar Confection Fruit Snacks Cookies
Our diverse portfolio of over 35 brands connects to every
consumer
Top Dollar overindexes are shown
CLEAR STRATEGIC PILLARS FOR GROWTH
VISION: Ignite the Growth Engine; Sharing Delight in Every Bite
Growth
Pillars
Realize the Enhance
Unleash Consumer
Full Shopper!
The Inspired
Potential Win by
CORE Innovation
of Seasonal Channel
Foundational
Elements
Product Quality Velocity & Equity Operational & Consumer &
& Preference Investments Commercial Agility Customer Insights
Differentiated & Proven BRAND’S FOUNDATIONS to win in-market
REAL JUICY, REAL GOOD: REAL delicious
IT’S TROLLI: To shine a (weirdly awesome) BE BOTH: To inspire and celebrate the
treats you can feel “good” about enjoying
neon light in today’s dark world duality and multiplicity within
RECOGNIZE THE CHEW: Celebrating hard
NERD OUT: We elevate & celebrate nerdiness PASS THE LAFF: To share sweet joy one joke work & making a difference
together at a time
LEVERAGING A PROVEN GROWTH MODEL
VELOCITY
Omni-Channel
Marketing
Paid-Earned-Owned
In-store / Trade WHITE SPACE /
INNOVATION Marketing DISTRIBUTION
Driving Distinct & Ownable Category
Propositions Management
Proximity Perfect Store
Incremental In-store Merch &
Transformational Display
MARGIN
Intentionally Fuel
Portfolio Growth
We’re investing to grow the category across the algorithm
VELOCITY INNOVATION DISTRIBUTION
Omni-Channel Marketing Paid-Earned-Owned
Continually investing in A&P spend,
+ Driving Distinct & Ownable Propositions
+ Category Mgmt, Perfect Store, Merchandising
In-Store and Shopper Tools
Driving Category Innovation growth
+130% investment since 2017
50%
incremental
to Category
$ Growth 76%
incremental
40X the
Category
to Brand Category Management
Shelving Principles & Guidelines
Our impact out-paces our size Framework to deliver EVEN MORE
Incremental Innovation & Meaningful Renovation
+260% 16% Share
increase
+11B
of Voice Impressions
in reach at 14% Share of
since 2017 Category in 2020
*IRI L52 12/27/20
VELOCITY: We’re Connecting with consumers where they are…across Paid, Owned, and Earned
L52: +54.9% L52: +21.1%
L13: +90.7% L13: +26.3%
Gummy Bears
L52: +10.4%
L52: +15.5% L13: +9.4%
L13: +17.6%
Fruit Snacks
L52: +31.3%
L13: +11.6%TWO THINGS TO SHARE TODAY
1 2
TROLLI GAMING NERDS GUMMY CLUSTERS
11Brand Director, Trolli
Brand Size =
$257MM* Sales
+15.5% YoY
Ownable Proposition
Products that are weirdly awesome, delivering levity through Trolli’s unexpected colors,
flavors, shapes, and textures - with a punch of signature Sour Brite
Consumer Human Truth / Insight Brand Purpose Product Truth
✓ GenZ & Millennials The world today often feels To shine a ✓ Unexpected colors,
✓ Digital Native chaotic and stressful. So (weirdly awesome) neon flavors and textures
now, more than ever, we light ✓ Unique & Unusual
✓ Off-beat & comfortable need moments of escape, in today’s chaotic & shapes
in their own skin to keep perspective, and stressful world.
✓ Fun-loving keep moving forward. ✓ Punch of signature 13
‘Sour Brite’
*Source: IRI Scans L52wks ending 3.21.21Gaming is attractive for Trolli, given the brand’s digital native consumer
target and gaming’s sweet snacking occasions
MAJORITY OF GAMING IS BIGGER THAN MUSIC GAMERS ARE SNACKERS
AMERICANS ARE AND MOVIES, COMBINED
GAMERS
US ENTERTAINMENT COMPARISONS
87% of Gamers snack
(annual revenue, 2019) while gaming
$11.1B 94% of Gamers consider
themselves snackers
$11.4B 69% of Gamers Like to
Indulge their sweet tooth
96%* OF GEN Z ARE GAMERS $48.2B
GAMES HAVE MUCH An avg game brings in
over 400 hours of
LONGER WINDOWS OF engagement.
RELEVANCE. Hours of game time
YOU DON’T NEED TO BE means many more
TIED TO “OPENING snacking opportunities.
Source: SuperData
WEEKEND”
*Includes Console, PC or Mobile games Sources: ESA Essential Facts, NPD, NewZoo (gaming), Box Office Mojo (film), RIAA (music), MintelWe know Trolli indexes high with
Partnering with a gaming brand will
gamers, so this is our chance to
launch Trolli as a truly gaming-
corner the market and become the
centric brand
go-to snack for G amers2
0
Proprietary & Confidential: For Ferrara Innovation Summit onlyNerds Gummy Clusters launch drove 1+ billion impressions!
CREATE BUZZ DRIVE AWARENESS BUILD MOMENTUM ACCELERATE WITH
WITH PR WITH INFLUENCERS IN-STORE 360 SUPPORT IN Q1
We started building A team of paid influencers We are accelerating
Nerds Gummy Clusters
excitement with PR outreach drove awareness and trial with momentum by engaging fans
velocity is 4X Big Chewy
and achieved 1+ BILLION our #NERDSBetterTogether on the Clusters origin story.
Nerds and drove $7.5MM in
IMPRESSIONS before challenge on TikTok and Our 360 program launched
2020 retail sales.
launch! Instagram. with Gaten Matarazzo from
Stranger Things and will be
amplified with paid social and
digital, sampling and in-store
support.Nerds is just getting started with a full 360 support plan!
Awareness Shop Engagement
Media
Support In-Store
Displays
Sampling On-Pack
QR Code
PR & Paid Social
Celebrity & DigitalCelebrities and influencers are driving buzz for Nerds
Gummy Clusters!
Gaten Matarazzo Kylie Jenner Influencers
The Stranger Things star kicked off our Kylie Jenner called Nerds Gummy Great organic influencer content and
360 support plan by asking fans, “Where Clusters “next level” in her Instagram reviews
did this crunchy gummy yummy invention Stories, driving earned press and
come from?” increased google searches!
@candyfunhouse
(100K followers)
@katienolan
(593K
followers)
@lovliecakes
(234K followers)24
Gummy Clusters sales surpass $18MM since launch and
velocities outpace top tier competition!
Performance in the latest 26 weeks ending 3/21/2021
Stand Up Bag Nerds Hi Chew Skittles Medium Peg Nerds Hi Chew
Big Chewy Haribo Big Chewy
Gummy Assorted Gummies Gummy Assorted
Nerds Gold Bears Nerds
Clusters Fruit Chew Original Clusters Fruit Chew
10oz SUB 4.0oz Peg 6oz Peg
8oz SUB 12.7oz SUB 12oz SUB 5oz Peg 4.3oz Peg
Dollar Sales $6,149K $1,301K $220K $1,210K Dollar Sales $4,637K $10,935K $1,207K $4,532K
ACV Weighted Distribution 41.7 58.7 19.0 57.1 ACV Weighted Distribution 5.1 39.0 18.6 21.4
Avg Wkly $/ Store Selling $18.95 $17.46 $16.32 $8.04 Avg Wkly $/ Store Selling $13.32 $13.46 $16.04 $5.17
Avg Wkly Units/ Store Selling 5.8 3.6 5.3 2.3 Avg Wkly Units/ Store Selling 5.7 13.5 8.1 2.1
Quartile 1 1 1 2 Quartile 1 1 1 2
Theater Box Nerds Sharepack Nerds
Sour Patch Skittles Big Chewy Airheads Skittles Big Chewy
Gummy Gummy
Original Original Nerds Xtremes Original Nerds
Clusters Clusters
3.5oz 3.5oz 4.25oz Sour 3oz 4oz 4oz
3oz 3oz
T-Box T-Box T-Box Share Size Share Size Share Size
T-Box Share Size
Dollar Sales $2,438K $11,280K $7,753K $622K Dollar Sales $3,785K $2,938K $18,200K $1,156K
ACV Weighted Distribution 24.4 81.4 65.7 7.4 ACV Weighted Distribution 30.2 21.6 44.4 5.3
Avg Wkly $/ Store Selling $10.33 $6.85 $6.98 $2.30 Avg Wkly $/ Store Selling $20.61 $8.74 $6.36 $2.24
Avg Wkly Units/ Store Selling 10.0 6.5 6.7 2.05 Avg Wkly Units/ Store Selling 13.3 6.3 3.3 2.0
1 2 2 3 1 1 2 3
Source: IRI MULO+C, Latest 26 Weeks Ending 3-21-21Largest EVER
Ferrara Great influencer
innovation engagements,
like Kylie Jenner
launch and Gaten
Matarazzo
Over $18MM in
1+ BILLION retail sales
PR Impressions… since launch
&
Velocities out-
and pacing
counting! competition
26OUR LEARNINGS
The importance of understanding your Equity and your
1 Foundations. When you know who you are, you know what to do!
Know your consumer – and their passions. Connect with them
2 where they are!
Consider the role of partnerships – and how affiliations /
3 influencers can further drive your brand message
“It takes a Village” – Internal partnership is essential – R&D and
4 Ops help make the magic happen
Embracing agility & a growth mindset – scenario plan over and
5 over – Listen, Pivot & ActYou can also read
