Nutella - "Nutella Your Way"

krow Communications

krow Communications London, Reino Unido

9302

Marca: Nutella
País: Reino Unido

Anunciante: Ferrero

Titulo	Nutella Your Way
Agência	krow Communications
Campanha	Nutella Your Way
Anunciante	Ferrero
Marca	Nutella
Data da primeira Transmissão/Publicação	2015 / 11
Sector Empresarial	Comida
História	Nutella enjoys a loyal fan base of enthusiasts who are passionate about the brand, and have found lots of different ways to enjoy it beyond the traditional slice of toast. Nutella wanted to tap into this passion and give these fans a way to really put their love on show by allowing buyers to put their name on their very own jar of Nutella. To support the promotion, the brand is launching a new £1.7m fully-integrated campaign: Your Nutella, Your Way. The campaign is supported across TV, video on demand, out of home, digital, social media and in-store, launching on November 2nd with high-profile national TV spots. krow have been responsible for developing the Above The Line, VOD and digital advertising support for the campaign. The Your Nutella, Your Way campaign is visible across 5.8m promotional packs of Nutella across the UK, providing an opportunity to interact with shoppers on a more personal level and build brand loyalty. The campaign is based around the insight that Nutella fans love to enjoy their Nutella in lots of different ways; be it on croissants or crepes, with fruit or in porridge, or on a good old slice of toast. And because our audience love to personalise the way they eat their Nutella, why not allow them to personalise the jar the Nutella comes in so that they can truly make it their own? Across all media touchpoints, we demonstrate the attraction of putting your name on your own jar of Nutella, which even includes a VOD version that personalises the ad based on who is logged in and watching the ad. The VOD version pulls in the viewer’s name into the ad itself! A website allows users to see their name on a jar, and also claim their free personalised label, with a special code found on promotional jars). Tim Robertson, Executive Creative Director of krow says, “What a fantastic way to allow our audience to show their pure, unbridled love for this product than giving them the means to have their name immortalised on the iconic Nutella jar. We’ve created a heart-warming fully integrated campaign that shows the joy this promotion has the potential to deliver.”
Tipo de Mídia	Televisão
Comprimento	20 seconds
Audio Post Production	Jungle Studios
Creative Agency	krow Communications
Director criativo	Tim Robertson
Director de arte	Georg Thessman
Redator	Tara Button
Realizador	Liz Murphy
Produtor	Kate Bailey
Produtora	Raised by Wolves
Producer	Richard Martin
Producer	James Graley
Pós produção	Raised by Wolves
Empresa de produção	The Whitehouse London
Música	FNG Nutella JT (Composer: Jason Tarver @ Finger Music)