Nutella has created a national campaign to re-position itself as a hazelnut spread that can be a part of any nutritional breakfast.
To launch the campaign, Nutella is also challenging moms to create healthier breakfasts for their children. Nutella launched the Better Breakfast Challenge this morning, in support of Breakfast for Learning, a non-profit that advocates for child nutrition programs in Canada. For the challenge, moms sign a 21-day commitment to “making a healthy breakfast part of the morning routine.” For each mom who signs up, Nutella will donate $1 to Breakfast for Learning.
Nutella is hoping that the Better Breakfast Challenge, along with an in-store initiative and a sampling program, will change consumers’ perceptions of the brand. “What it has historically been perceived as is a chocolate spread, and treat,” said Shawn Moscoe, vice-president of Nutella’s agency, Solutions With Impact.
Moscoe said Nutella is changing its messaging in hopes that consumers start to think of it as a healthier hazelnut spread.
On Nutella.ca, parents can “build a breakfast” using a tool that adds up the nutritional value of a breakfast made from staples like eggs, milk, cheese, bread, bananas, and of course, Nutella.
The website also shows the nutritional value of four meals that were designed by a nutritionist hired by Nutella.
To promote the site, Nutella enlisted John St. to create online banner ads that advertise free samples and direct users to Nutella.ca.
Solutions with Impact also created an in-store component designed to solidify the product’s link to breakfast foods. One million promotional jars of Nutella have been sent to grocers across the country with coupons under the cap offering customers savings on Villaggio bread, Oasis juice, and Beatrice milk.
Nutella will also send out samplers with major daily newspapers across the country in hopes readers will try the spread while they read over breakfast. Consumers can also request a free sample by going onto Nutella’s website.
