Mon, 02 Nov 2015 15:17:53 GMT
Nutella enjoys a loyal fan base of enthusiasts who are passionate about the brand, and have found lots of different ways to enjoy it beyond the traditional slice of toast. Nutella wanted to tap into this passion and give these fans a way to really put their love on show by allowing buyers to put their name on their very own jar of Nutella.
To support the promotion, the brand is launching a new £1.7m fully-integrated campaign; Your Nutella, Your Way. The campaign is supported across TV, video on demand, out of home, digital, social media and in-store, launching on November 2nd with high-profile national TV spots. Krow have been responsible for developing the Above The Line, VOD and digital advertising support for the campaign.
The Your Nutella, Your Way campaign is visible across 5.8m promotional packs of Nutella across the UK, providing an opportunity to interact with shoppers on a more personal level and build brand loyalty.
The campaign is based around the insight that Nutella fans love to enjoy their Nutella in lots of different ways; be it on croissants or crepes, with fruit or in porridge, or on a good old slice of toast. And because the audience love to personalise the way they eat their Nutella, why not allow them to personalise the jar the Nutella comes from so they can truly make it their own?
Across all media touchpoints, krow demonstrates the attraction of putting your name on your jar of Nutella, which even includes a VOD version that personalises the ad based on who is logged in and watching the ad, pulling the viewers name into the ad itself!
A website allows users to see their name on a jar, and also claim their free personalised label (if they have a code which can be found on special jars).
Tim Robertson, Creative Director at krow said, “What a fantastic way to allow our audience to show their pure, unbridled love for this product than giving them the means to have their name immortalised on the iconic nutella jar. We’ve created a heart-warming fully integrated campaign that shows the joy this promotion has the potential to deliver.”view more - Creative
Audio Post Production: Jungle
Music Production: Jason Tarver @ Finger Music
Director: Liz Murphy
Producer: Richard Martin, James Graley
Production Company: Raised by Wolves
Edit Company: The White House
Art Director: Georg Thessman
Copywriter: Tara Button
Creative Agency: krow Communications
Producer: Kate Bailey
Categories: Food, Sauces and Spreadskrow London, Mon, 02 Nov 2015 15:17:53 GMT