Nutella is returning to TV screens with the iconic ‘Pancakes Love Nutella’ campaign, to celebrate Pancake Day 2018.

With a £1m media investment, the campaign aims to reach 99% of mums, from January up until Pancake Day, which this year falls on Tuesday, 13th February 2018.

Capturing the hearts and minds of consumers this Pancake Day, the campaign includes an exciting creative; with activations across multiple channels, the brand will be truly unmissable. During Pancake Day in 2017, Nutella increased penetration by 10.6% (Nutella Rolling Penetration 8we to 26th March 2017). To help retailers grow their sales, jars of Nutella will also feature a brand new jar design.

The advert opens with a dad helping a young boy to flip a pancake, whilst children in the background are creating the pancake mixture. The frame switches to a portion of Nutella being spread on a pancake, with the jar in the backdrop, before focusing in on the jar of Nutella, with the children enjoying delicious pancakes in the background.