PAUL KOTZE
PAUL KOTZE BRANDING & COMMUNICATIONS
Nutella
Whilst at Lowe MENA, we pitched on the Ferrero account and secured Nutella and Tic Tac. Our first task was to develop a brand campaign for Nutella.
"A good morning goes a long way."
The concept was developed through a simple insight, breakfast is the most important meal of the day. So, with Nutella's nutritious spread in mind, we developed a campaign around the idea.
Communication encouraged consumers to "Spread a little hope" through the communications mix. Spontaneous flash mobs offering free hugs, people offering to help with the shopping bags, feeding programmes and the like.
In-store promotions offered consumers 'gifts with purchase', some were used to pas on messages of hope, for example the sticker book can be used to place a message of Hope somewhere for someone to find, then take a pic and upload it to Pinterest for everyone else to see.
The CSR programme 'H.O.P.E.' [Help other people eat] is a great reinforcement of the concept.
Nutella > 50 Years full of Stories
Our brand activation concept took the celebration to the people. We developed a mobile café that moved from location to location, serving up crepé & Nutella, an espresso or a cappuccino. This reinforced the brand heritage of being Italian and brought a bit of the continent to the Middle East. Consumers simply needed to like our page and send a birthday message, in return, they got a jar of Nutella with their own name on it.
The activation drove consumers to the digital space, where via Facebook they were able to share their moments with friends and family. This is the very heart of the Nutella brand.
