Ferrero refreshes summer: a nationwide ice-cream roll-out

Background & challenges

Ferrero, the iconic Italian food group, is renowned for its flagship brands: Nutella, Kinder, Ferrero Rocher and Raffaello.

In 2025, the brand will continue to expand in the ice cream and frozen food markets (Nutella sticks, cones, jars, doughnuts, pancakes, muffins and croissants).

Present in supermarkets and specialized channels, the brand faces challenges in terms of visibility, product availability and commercial dynamism during the summer season.

The missions entrusted to RMA :

• Filling bins and display cases with Ferrero products;
• Installation of ice promotions ;
• Linear defense and verification of product presence ;
• Proposal of a sales plan for additional orders.

The challenge:

Ensure uniform, efficient deployment throughout the region, with optimized routes and a single operator for each sector, guaranteeing follow-up, regularity and quality of execution all summer long.

Device in place

RMA deployed a nationwide system over 14 weeks, combining logistical rigor and proximity to the field:

• 200 rounds to cover 500 points of sale in France;
• Weekly or twice-weekly visits, depending on store type;
• Loyal staff trained in Ferrero's ice cream ranges;
• Digital reporting, to monitor performance and restocking in real time.

Each pass was planned to maximize product visibility and fluidity of supply, while ensuring consistent execution across the network.

Results & impact

Thanks to fluid organization and precise management, the campaign enabled :

• Maintain optimum product availability throughout the summer season;
• Reinforce the visibility of Ferrero ranges on the shelves;
• Support product rotation during periods of high consumption;
• Obtain valuable feedback from the field to adjust sales plans.