FERRERO wants to know how folks use its Nutella spread at breakfast and it’s spending £1.8m to find out, spread the news and give prizes for the best answers.
Its #betterwithnutella campaign uses TV ads, video-on-demand material, radio ads, digital content and in-store activity.
Consumers are being encouraged to enter their suggestions on how to use Nutella in the morning at www.nutella.co.uk. There are prizes every day through October, including bespoke jars of Nutella featuring the prize-winner’s suggestion. At the end of month, 100 branded aprons will be given away.
Retailers who tweet a photo of themselves with their Nutella display to @FerreroRetailer using the hashtag #betterwithnutella (or by email to email@example.com) will go into a prize draw where five winners will receive a case of Nutella and a personalised jar with the store name.