Ferrero-owned brand Nutella is marking World Nutella Day (Monday 5 February) with an international campaign to celebrate the brand’s popularity. This includes an innovative partnership with The Moodie Davitt Report, featuring a website ‘takeover’ showing Nutella branding this week.
World Nutella Day was created in 2007 by American blogger Sara Rosso. She decided to create a celebratory day to inspire and unite the global Nutella community to share their passion for the hazelnut spread on social media. World Nutella Day has since become a global phenomenon, with fans sharing their love for Nutella through photos, recipes, poems, messages and celebrating joyful moments.
“Nutella is honoured to have such incredible and devoted fans, and leaves the voice of World Nutella Day to them, who embody the optimistic and dynamic energy of the celebration” – Ferrero Travel Market General Manager Frederic Thil
Ferrero Travel Market General Manager Frederic Thil said: “Nutella is honoured to have such incredible and devoted fans, and leaves the voice of World Nutella Day to them, who embody the optimistic and dynamic energy of the celebration.
“Nutella strongly believes that this special journey should continue to be led by its passionate fans, in the same way that it began in 2007. For this reason, Nutella is relying on each and every one of its fans to share the love and let us know the best way to celebrate World Nutella Day.”
Nutella fans can share their love for the brand on Twitter (@Nutelladay) and on their social media page (Facebook, Instagram) using the hashtag #WorldNutellaDay. Fans can follow the day celebration by liking the World Nutella Day official Facebook page or following on Twitter @Nutelladay. Fans can also visit www.nutelladay.com for inspiration on how to celebrate.
In addition to celebrating World Nutella Day 2018, this year Nutella will also launch the ‘Hello World’ platform in travel retail. This includes activations, point of sale materials and a new travel-exclusive product range (pictured below), designed to celebrate positivity and vitality.
The ‘Hello World’ platform was presented at last year’s TFWA World Exhibition in Cannes through a dedicated three-day event. The initiative extends to interactive point of sale materials, using the latest face recognition technology, which aim to create a dynamic and enjoyable shopping experience. A touch-screen invites the shopper to touch and smile; the smile detector then suggests the most appropriate Nutella product to match their smile and the appropriate shelf lights up.
Ferrero Travel Market is further celebrating World Nutella Day 2018 with the launch of its renewed travel-exclusive edition, which emphasises Nutella’s distinctive features and its “Nutellaness”.
“We have millions of fans and potential customers ready to interact and to engage with such an amazing and popular brand. We believe we now have the right offer to guarantee the best possible Nutella experience in airports,” Thil concluded.