Nutella – Taste with a difference

  • Client:

    Nutella

  • Scope:

    Strategy / OOH / Experiential / Retail marketing / Shopper marketing / Research

Nutella the famous spread had not made inroads in Kenya slowed by high loyalty to incumbents. A way to breakfast tables had to be found.

Challenge

How to leverage Madison’s brand persona to inspire responsible financial behavior. And do this in a clear, engaging style.

Insight

The end of year; the festive season means shopping big and traveling which means spending more than usual. But what could be done with the over-spent budgets?

Solution

An activation that took the competition directly to where it mattered: taste. ’Start your day with Nutella’ was the concept we took to major supermarkets; along with branded sampling stations. All who sampled a taste of Nutella and bought Nutella were awarded an extra loaf of bread - to enjoy their next breakfast even more.

Summary & Recognition

Results impressed all involved: a sales pop in leading stores, increased display and and expanded shelf-share for the brand. Not counting the many breakfast tables transformed forever. We had an increase in sales of 7%.

Full Project Overview

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