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Nutella “Spread The Happy” – Global Advertising Campaign

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Reem Al-Wogayan

on 23 April 2015

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Transcript of Nutella “Spread The Happy” – Global Advertising Campaign

Nutella “Spread The Happy” – Global Advertising Campaign
Campaign Background
In celebration for Nutella 50th Anniversary the company launched the “Spread The Happy” Global Advertising Campaign. The company invited people to share heartwarming stories about the joyful moments that they shared with the delicious chocolate hazelnut spread.

The main idea of the campaign is to touch people emotionally and make them link their happy moments to Nutella.

Company overview
Nutella is the brand name of an Italian sweetened hazelnut chocolate spread. Manufactured by the Italian company Ferrero, it was introduced to the Market in 1964.

Pietro Ferrero created the sweetened hazelnut chocolate spread and called it "Supercrema" and sold his first batch in 1951.

In 1963, Ferrero's son Michele Ferrero renamed the chocolate spread "Nutella".

The first jar was sold in 1964.
Creative Strategy
The company launched a 30-second TV advertisement "Forever Nutella" Drawing from fans' heartwarming stories about how Nutella has helped them savor personal everyday moments.

The company invited the fans to share personal videos and photos of their joyful moments wih Nutella.

“Spread The Happy” Truck Tour.

Campaign Objectives
Raise awareness about Nutella and its multiple uses, in order to encourage people to purchase Nutella on a regular basis.

Increase awareness of brand name and increase the sales of Nutella by 15%.

Link Nutella to happy memories, to increase the customer's loyalty towards the brand.

Media Strategy
TV Ads
PR Events
Social Media
Campaign Success
The campaign was a huge success.

A jar of Nutella is sold every 2.5 seconds.

Over 17% increase in sales value.

Instagram followers increased to 59.9k.

Twitter followers increased to 144.6k.

The campaign pulled in over 15,000 stories about Nutella from fans in just two days.

Thank you

Company Overview

Campaign Background

Campaign Objectives

Creative Strategy

Media Strategy

Campaign Success

"Forever Nutella" TV Ad
Full transcript