For the second year, Nutella is encouraging Canadians to “Savour the Beauty of Canada.” The campaign is meant to encourage Canadians to explore the country’s beauty, especially its hidden gems, whilst also discovering new ways to enjoy Nutella.
Thirteen of these off-the-beaten-path destinations will be on special edition jars of Nutella, paired with regional recipes that highlight the distinct flavours of each province and territory.
Beyond the limited edition jars, the brand is sharing the campaign message via a hot balloon that was made using CGI and is in the shape of the Nutella jar. The balloon is set to “travel” across Canada, with the brand sharing content captured on its “journey” on social media.
That CGI balloon will be landing in Yonge-Dundas Square this weekend, bringing with it an immersive experience for visitors, as well as some Toutons topped with Nutella.
The brand’s OOH strategy includes a digital billboard at Yonge-Dundas Square, which will be on rotation during the physical XM activation beginning this Friday and bringing the full campaign to life on screen during the activation, Claire Robbins, senior brand manager, Nutella, Ferrero Canada tells MiC.
“This year, we wanted to capture Canadians’ imaginations, bringing the campaign to life by exploring Canada from a ‘new’ vantage point,” she adds.
“Our social media campaign leverages on-trend CGI content and is meant to captivate and engage audiences with teasers, clues and interactive content that follows the balloon’s journey across the country, making consumers question, ‘Is this balloon real?'” Robbins says. The activation at Yonge-Dundas will also include an actual Nutella hot-air balloon for photo opportunities.
But the balloon is only one part of the campaign. This year’s campaign is also supported by TV, OLV, retail displays, DOOH, social media, PR, and influencers, says Robbins. “We’ve taken a 360-degree approach, mirroring the success of last year’s campaign, but with a new increased digital mix.”
“We know that Canadians of all ages enjoy Nutella, but with this campaign, we’re focusing in on zillennials – those younger millennials who straddle millennials and Gen Z – because they’re curious and choose brands they connect with meaningfully,” Robbins adds. “We also know they love to discover new things and explore lesser-known places, which perfectly aligns with our campaign. We also know they tend to gravitate towards immersive experiences they can share on social.”
Mindshare handled media buying for the campaign, with Golin on PR, sponsored media, influencer relations and social for the campaign, while Publicis was responsible for creative and experiential.