nutella has launched an evolutionary integrated campaign to build on the success of its ‘wake up to nutella’ campaign.
The campaign has been going from strength-to-strength since it launched in September 2007, aiming to cement nutella’s presence as a good breakfast option for parents and their children, which can be used in the same way as other typical breakfast spreads such as jam, marmalade and peanut butter.
The brand new ‘Breakfast Splits’ campaign will launch on August 30, 2010 across all terrestrial channels, as well as video-on-demand services itv.com, 4OD and Demand Five.
The TV ad will hit some of the most popular programmes on TV, including the X Factor and Coronation Street, aiming to reach around 6.3 million viewers.
A heavy weight radio campaign will support this activity on stations including Galaxy and Heart, with a particular focus on breakfast time.
Additional activity will include a nationwide sampling campaign, as well as online display and banner ads which will promote the breakfast positioning and on-pack promotion.
wakeuptonutella.com will also be getting a makeover to make it more engaging and interactive for parents. Features will include recipes for mums and children and downloadable activity packs, as well as a monthly newsletter.
In conjunction with the campaign, nutella will run a ‘wake up to the nutella art and win’ on-pack promotion in store from September 1.
To enter, children are encouraged to ‘draw their start to the day’, the best entries from each age category will win an art kit every fortnight, as well as the opportunity to win an arts weekend in the city.
“While the growth in the spreads category has slowed down, nutella has seen a 37.8 percent rise in sales over the last year, while still significantly increasing penetration,” said Marketing Director, Ferrero UK, Mauro de Felip.
“We believe that the new campaign will continue and build on this growth and maintain our position as the number one SKU in sweet spread.”
He added, “We know that health benefits continue to be a major factor impacting on breakfast choices and nutella has been working hard to emphasise its hazelnut content and low GI value to continue the education process and connect with mums on a new level.
“This integrated platform provides them with the opportunity to engage in a two way dialogue.”