Wake Up to Nutella  (2009)

Bronze award winner

Campaign: Wake Up to Nutella
Brand: Nutella
Client: Ferrero UK
Entrant: Krow Communications
Principal Authors: Malcolm White - Krow Communications, Isabelle Leveque - Krow Communications
Contributing Author: Nick Pugh - Billetts Marketing Investment Management
Credited Companies: Ferrero - Client, Mediaedge:cia - Others, Chn & Wolfe - Others

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Nutella could be seen as a popular part of the breakfast ritual in many countries, but in the UK the brand faced a problem as many Mums saw it as a chocolate spread and classed it as a treat rather than a breakfast food. The solution was to re-educate Mums to view Nutella as a hazelnut spread, so to position it as an acceptable breakfast choice. The strategy framed information about the positive benefits of hazelnuts in the context of family breakfast time, through TV, PR, sampling and promotions among others. As a result, the campaign has attracted one million new customers to the brand and generated an estimated payback of £1.85 per every £1 spent.

Judge's Comments:

This case study shows how Nutella successfully repositioned the brand as a spread made with hazelnuts rather than chocolate. After reading the paper I was sufficiently motivated to go out and try some, it was more nutty than I thought!
-Angus Maciver, Group Marketing and Communications Director, Morrisons