Nutella, the iconic hazelnut cream with cocoa from Ferrero, the Italian group that also owns the brands Ferrero Rocher, Kinder and Tic Tac, presents a special and limited edition of its packaging to honor Brazilian cities and their traditional recipes that can be consumed for breakfast. The strategy is part of the ‘Nutella loves the flavors of Brazil’ campaign, which began to be publicized in July this year and aims to inspire and celebrate the wonders of Brazil.
With the aim of highlighting that “Brazil has many flavors, and Nutella loves them all”, the brand has prepared a new campaign that will be shown in a television commercial throughout Brazil, inviting consumers to discover Brazilian flavors in its new packaging. The film produced by the agency MKT House is already on air and you can check it out by clicking here.
The digital marketing strategy will also be reinforced, with a strong online presence and the involvement of digital influencers hired to disseminate the brand’s message throughout the period. Dentsu was the agency responsible for the media strategy, while Máquina CW was responsible for planning for press and organic influencers.
Nutella’s proposal is to declare its love for the country, one of the largest consumer markets for the product, and for its cuisine, through recipes that combine with hazelnut cream and landscapes from the five regions of Brazil. To this end, the brand will print in new and limited editions of its labels some points such as the Pampulha Church and the Cheese Loaf (Belo Horizonte, MG), the Central Beach and the Quineque Bread (Balneário Camboriú, SC), the Aurora Street and the Rolo Cake (Recife, PE), the Sugar Loaf and the Açaí Bowl (Rio de Janeiro, RJ), the Estaiada Bridge and the Bread on the Plate ( São Paulo, SP), Teatro Amazonas and Bowla de Cupuaçu (Manaus, AM), Praça dos Açorianos and Cuca Gaúcha (Porto Alegre, RS), Cachoeira dos Couros and Pamonha (Chapada dos Veadeiros, GO), Elevador Lacerda and Cocada (Salvador, BA), Praia de Mucuripe and Tapioca with Fruits (Fortaleza, CE) and the Botanical Garden and Bolo de Pinhão (Curit iba, PR).
“Selecting Brazil as one of the countries to receive this campaign is directly related to its contribution to the growth of the brand in the world”, explains Diego Caride, Nutella Marketing Director for South America.
All recipes for typical dishes can be accessed from the QRCode found on the packaging, for recipes hosted on the official website.
Want to see this and other Nutella creative campaigns? Then click here!
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