Le groupe Ferrero, bien connu pour leur pâte à tartiner Nutella, utilise différents leviers pour continuer à séduire petits et grands. Malgré de nombreuses controverses autour du produit, le groupe tente de faire face à ses détracteurs. Depuis deux ans, on peut voir une campagne de communication basée sur la transparence de leurs pratiques. Ces derniers jours, les efforts de la marque ont été jugés par un acteur incontournable de l’écologie. La communication de Nutella autour de cette polémique a-t-elle portée ses fruits ?
Une série de polémiques, y compris sur l’huile de palme
En 2012 déjà, Nutella passait un communiqué exprimant qu’ils « se retrouvaient de façon injuste au cœur d’un débat sur l’huile de palme ». En tant que lecteur de cet article et potentiel dégustateur de Nutella, vous connaissez sans aucuns doutes les effets néfastes de la production d’huile de palme sur notre environnement tel que la production de gaz à effet de serre ou le bouleversement de l’écosystème directement lié à la déforestation. Consommée avec modération, l’huile de palme n’est pas à proscrire dans notre alimentation. Seulement, elle reste une bête noire dans la perception de qualité du produit par la majorité des consommateurs.
Mais l’huile de palme n’est pas le seul sujet controversé pour la célèbre pâte à tartiner : accusation de travail sur mineurs pour la récolte des noisettes, boycott de la marque lancé par Ségolène Royal en 2015, grève dans leur usine française l’année dernière, émeutes dans les Intermarché avec des réductions de -70% … Les exemples sont nombreux et placent ainsi le géant du secteur dans une situation inconfortable.
Une campagne basée sur la transparence lancée en 2018
Mais alors comment le groupe numéro un se défend vis-à-vis de ses reproches globaux ?
En 2018, grâce à un spot publicitaire « On ne va pas tourner autour du pot », Nutella se veut rassurer les consommateurs quant à l’utilisation de l’huile de palme dans la conception de leur produit. Ecoresponsabilité, pas de colorants ni de conservateurs, les arguments répétés sont nombreux.
Epinglé par l’association de consommateurs UFC Que Choisir, Nutella est notamment accusé de détourner l’attention de ce qui fâche : les problèmes nutritionnels notamment. Plus globalement, lors de sa sortie, la campagne fait grincer des dents. « Sans rire, Nutella vante ses qualités nutritionnelles dans un spot de pub ! » titre le magazine Capital.
L’ensemble de la campagne « Parlons Qualité » qui a débuté en 2018 sur les écrans TV, en encart presse et via une plateforme digitale répond à la volonté croissante des consommateurs d’une transparence totale des marques et de leur produit. La plateforme lancée pour l’occasion veut ouvrir la discussion vers son public qui lui tourne le dos et ainsi réduire par des efforts affichés de communication de Nutella sur la polémique.
Et aujourd’hui, où en est Nutella ?
La marque alimentaire préférée des français subit donc une situation de crise ces dernières années sur différents sujets. Cela semble bénéficier au secteur des pâtes à tartiner, où de nombreuses marques biologiques ou artisanales prennent le dessus avec des marques de niches. Les concurrents lancent alors l’offensive, Nocciolata, numéro deux du marché français de la pâte à tartiner se lance en communication TV dès début 2020.
L’année dernière, le magazine Capital annonce que la part de marché de Nutella a reculé de 10 points ces cinq dernières années. Le manque à gagner est donc réel et le produit semble perdre du terrain. Si la communication transparente de Nutella autour de la polémique n’est pas suffisament convaincante, les ventes continueront de chuter.
Pourtant, il y a quelques jours, l’association WWF classait Nutella premier dans sa gestion de l’huile de palme. Grâce à une note attribuée de 21.5/22, le Groupe Ferrero pointe en haut du classement avec des efforts notés sur la non-déforestation et la gestion durable des parcelles de palmiers à huile. Voilà de quoi appuyer un peu plus sur la transparence de leur communication. Le rapport WWF y voit donc un « signal encourageant au reste du secteur : une huile de palme durable qui ne participe pas à la déforestation est un objectif atteignable. ». De grands noms de la presse Française tels que le Figaro ou Ouest France se sont exprimés il y a quelques jours sur la nouvelle, renforçant ainsi les retombées auprès des consommateurs.
Cette actualité est encourageante pour Ferrero sur ses efforts menés et la situation de crise semble se désamorcer. Peut-on dire que le pari est réussi ? Si WWF est convaincu par la position de Nutella, l’avenir nous dira si les consommateurs perçoivent les engagements pris par la marque.
Quels seront les prochains rebondissements de la saga Nutella ? Affaire à suivre !
Emmanuelle Mandon
Pour plus d’articles Food, rendez-vous ici
225583 755398Thanks for helping out, superb information . 931631
580188 418931you got a quite superb site, Sword lily I identified it by means of yahoo. 124718
588989 24128Woh I enjoy your content , saved to favorites ! . 592913
587451 314900When I initially commented I clicked the « Notify me when new comments are added » checkbox and now each time a comment is added I get several emails with the same comment. Is there any way you can remove people from that service? Cheers! 144262
516584 46337Yay google is my world beater aided me to find this outstanding web site! . 35975
556181 288250I real delighted to uncover this website on bing, just what I was looking for : D also bookmarked . 584747
My husband and i felt quite more than happy when Emmanuel could finish up his preliminary research because of the precious recommendations he received through the weblog. It’s not at all simplistic to just choose to be giving freely guides that many men and women might have been selling. So we discover we need the website owner to appreciate for that. Most of the explanations you’ve made, the straightforward web site navigation, the friendships you can aid to foster – it’s all wonderful, and it’s leading our son and our family believe that the theme is brilliant, which is tremendously pressing. Many thanks for everything!
544544 260811I only wish that I had the ability to convey what I wanted to say in the manner which you have presented this data. Thanks. 369578
thank you for the good content!
230587 5484Sorry for the huge review, but Im actually loving the new Zune, and hope this, as nicely as the outstanding reviews some other folks have written, will assist you decide if it is the correct choice for you. 283280
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these sl authors and blogs
This was awesome! I would like you to clean up all this spam though
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these Second Life websites and blogs
774282 864962Thank you for sharing with us, I conceive this site genuinely stands out : D. 987391
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these Second Life authors and blogs
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these second life articles and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these second life authors and blogs
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these Second Life articles and blogs
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these Second Life websites and blogs
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these Second Life websites and blogs
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these Second Life articles and blogs
Ping : free ssbbw dating sites
This was great! I would like you to clean up all this spam though
This was awesome! I would like you to clean up all this spam though
925408 853464Simply wanna input on few common issues, The web site layout is perfect, the articles is truly good : D. 876259
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these Second Life articles and blogs
519648 373013Its like you read my mind! You appear to know a whole lot about this, like you wrote the book in it or something. I think that you could do with some pics to drive the message home a bit, but other than that, this really is wonderful blog. A fantastic read. Ill certainly be back. 802583
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these second life websites and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these sl authors and blogs
26693 261940You must be quite astute at research and writing. This shows up inside your original and distinctive content material. I agree along with your primary points on this topic. This content need to be seen by far more readers. 346573
I think the admin of this site is in fact working hard in support of his site,
for the reason that here every data is quality based material.
Hi there to all, because I am truly eager of reading this blog’s post to be
updated daily. It includes fastidious stuff.
May I simply just say what a relief to uncover somebody who really understands what
they’re talking about online. You certainly realize how to bring
an issue to light and make it important. More and more people should look at this and
understand this side of your story. It’s surprising you’re not more popular since you most
certainly have the gift.
It’s very trouble-free to find out any topic on web as compared
to textbooks, as I found this article at this website.
When I originally commented I clicked the « Notify me when new comments are added » checkbox and now each time a comment is added
I get several e-mails with the same comment.
Is there any way you can remove people from that service?
Appreciate it!
Amazing! Its in fact amazing paragraph, I have got
much clear idea on the topic of from this paragraph.
I pay a visit day-to-day some websites and blogs to read posts,
however this web
site offers quality based
posts.
Right away I am going
to do my breakfast, when having my breakfast coming again to read other news.
The article is truly useful and genuinely encouraging.
Good day very nice site!! Guy .. Beautiful .. Amazing ..
I’ll bookmark your web site and take the feeds also?
I am glad to seek out a lot of helpful info here within the publish,
we want develop extra techniques on this regard, thank you for sharing.
. . . . .
Hey there! Someone in my Myspace group shared this website with us so
I came to check it out. I’m definitely enjoying the information.
I’m bookmarking and will be tweeting this to my followers!
Exceptional blog and superb design.
Hello, i believe that i noticed you visited my weblog thus
i got here to return the favor?.I am trying to find things
to improve my site!I suppose its adequate to make use of
a few of your concepts!!
hi!,I really like your writing so a lot! share we communicate more about your post on AOL?
I require a specialist on this space to resolve my problem.
Maybe that’s you! Taking a look ahead to see you.
We are a group of volunteers and opening a new
scheme in our community. Your web site offered us with valuable information to work on.
You’ve done an impressive job and our entire community will be thankful to
you.
You are so awesome! I don’t think I have read anything like
this before. So great to find another person with a few genuine thoughts on this subject.
Really.. thanks for starting this up. This web site
is something that is required on the web, someone with some originality!
It’s an amazing paragraph for all the web people; they will obtain advantage from it I
am sure.
Hmm is anyone else encountering problems with the pictures on this blog loading?
I’m trying to figure out if its a problem on my end or if it’s the blog.
Any suggestions would be greatly appreciated.
Fantastic beat ! I wish to apprentice while you
amend your web site, how can i subscribe for a blog site?
The account aided me a acceptable deal. I had been a little bit acquainted of this
your broadcast offered bright clear idea
This is my first time pay a visit at here and i am genuinely pleassant to read all at alone place.
Hello, I enjoy reading all of your article post. I like to write a little comment to
support you.
I blog often and I seriously thank you for your content.
The article has truly peaked my interest. I will bookmark your blog and keep
checking for new information about once per week. I subscribed to your Feed too.
After looking over a handful of the blog posts on your site,
I honestly appreciate your way of blogging. I book marked
it to my bookmark webpage list and will be checking back in the near future.
Please visit my website too and let me know what you
think.