A MUSEUM THAT DIDN’T EXIST A CAMPAIGN THAT LET PEOPLE IMAGINE IT
The Story
- Client:
- Nutella
- Category:
- CPG/Packaged Food
- Creative Campaign:
- Nutella Nonna
ADORABLE GRANDMA SPREADS HAPPINESS IN A JAR
Nutella was beloved in Europe, but still underpenetrated in the US Other spreads already owned everyday eating and occasions. To drive adoption, Nutella needed to win the moments that move product, and few are more powerful than holiday baking: the ultimate love language passed down through generations, starting with none other than grandma.
So we went straight to Nutella’s Italian roots and partnered with influencer Nonna Pia to create Nutella Nonna—a holiday platform filled with recipes, traditions, and her coveted seal of approval. Through creator content, PR, paid media, experiential extensions, and a national sweepstakes, we gave Americans a delicious (and adorable) new reason to make Nutella part of their holiday traditions.
“When Terri & Sandy came to us with this idea, we saw the power of creating the Nutella Nonna and leveraging a truly authentic influencer like Nonna Pia.”
EVERYONE LOVES NONNA
In volume vs YA
+16.2%
+35.4%
in dollar sales vs YA
+13 PT
Lift in brand preference
CAPABILITIES
- Strategy
- Creative
- Social and Influencer
- PR and Earned Media
- Production
