Nutella Winter Mornings
Our challenge was to drive Nutella volume and value during the winter focus period. We needed to continue to create excitement around the Nutella brand and drive reappraisal of the brand with lapsed and infrequent buyers. We wanted to give consumers and shoppers young and old a reason to head into store and purchase Nutella.
Strategy, Creative, Social, Consumer Promotion, Activation, Content Creation & Food Photography
Winter down-under signifies cold weather and dark days, and our insights found that during the Winter months a number of people skip breakfast, thus Nutella wanted to make cold winter mornings more bearable. Nutella is not only for special occasions or the weekend, it’s for whenever you feel like it. We also identified that most consumers were having Nutella on toasted products e.g. toast, crumpets, muffins as their vessel of choice.
We developed an integrated marketing campaign centred on the core creative idea of “Stay Toasty with Nutella” and identified SMEG as the perfect partner to drive shopper value via a consumer promotion giving shoppers a chance to win a limited-edition Nutella SMEG toaster. The campaign was amplified through PR, digital, online, social, packaging, consumption inspiration social content along with unmissable displays in-store to maximise the opportunity. We achieved double digit growth throughout the promotional period and once again Nutella was on breakfast table across the nation.