Nutella ama os Sabores do Brasil presents an unprecedented and limited edition of labels
Nutella 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 ama os Sabores do Brasil campaign, which began to be publicized in July this year and aims to inspire and celebrate the wonders of Brazil.
Nutella’s proposal is to declare his 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 To this end, the brand will print in unpublished and limited editions of its labels some points such as the Pampulha Church and the Cheese Bread (Belo Horizonte, MG), the Central Beach and the Quineque Po (Balnerio Cambori, SC), Rua da Aurora and Bolo de Rolo (Recife, PE), Sugar Loaf and Aa Bowl (Rio de Janeiro, RJ), Ponte Estaiada and Po na Chapa (So Paulo, SP), Teatro Amazonas and Bowl of Cupuau (Manaus, AM), Praça dos Aorianos and Cuca Gacha (Porto Alegre, RS), Cachoeira dos Couros and Pamonha (Chapada dos Veadeiros, GO), Elevador Lacerda and Cocada (Salvador, BA) , Mucuripe Beach and Tapioca with Fruits (Fortaleza, CE) and the Botanical Garden and Pine Cake (Curitiba, PR). All recipes for typical dishes can be accessed from the QRCode found on the packages, destined for recipes hosted on the brand’s official website.
Selecting Brazil as one of the countries to host this campaign is directly related to its contribution to the brand’s growth worldwide, explains Diego Caride, marketing director for Nutella for South America.
With the aim of highlighting that Brazil has many flavors, and Nutella loves them all, the brand has prepared a new campaign to 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 aired on July 3.
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 in charge of planning for the press and organic influencers.
