Ferrero USA, the third largest confectionery company in North America, has named Terri & Sandy its new US Creative Agency of Record Nutella, its flagship brand. The decision comes following a competitive review for the business that kicked off in February. The New York independent agency beat out five undisclosed agencies for the business. They replace the brand’s longtime agency of record, Merkley & Partners.
Under the new partnership, Terri & Sandy will lead all creative, strategy and execution for Nutella’s US business. Media duties remain with PHD, while PR is handled by Golin.
“Nutella has a fun and special relationship with consumers. We are constantly looking at innovative approaches to engage our fanbase and reach new users. We are excited to work together with Terri & Sandy and build upon our strong foundation of creating emotional connections with consumers,” said Todd Midura, vice president marketing Nutella North America.
With a passionate following among adults and children alike, Nutella currently stands as the world’s leading hazelnut spread with over $2B in sales annually.
Nutella is the latest addition to Terri & Sandy’s growing roster, which includes the likes of: Gerber, Freshpet, The Walt Disney Company, Twinings of London, CityMD, The Hartford, Phonak and more.