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Nutella Wake up to Nutella

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The Challenge

When we won Nutella we were set a tough target – to double sales in 4 years.

Tough because Nutella was seen only as an occasional afternoon treat, and while breakfast usage was an obvious opportunity to drive growth, mums were reluctant to give Nutella for breakfast.

The Challenge

The Leap

From occasional treat to breakfast staple

The Leap

The Solution

Mums’ reluctance was based on the misconception that Nutella was a chocolate spread when it’s a hazelnut spread.
Our job was to persuade them to use Nutella on toast due to its hazelnut content the way they already happily served jam or peanut butter.

Toast became our Trojan Horse.

The Solution

The Result

Almost immediately we created a huge shift in Nutella’s brand image.

Before the campaign only 9% of UK mums thought nutella was good for breakfast. By the end of the first year, this had risen dramatically to 42%. An extra 1.5 million people bought it and sales doubled in 3 years.

The Result

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