Nutella
Since helping my team win the pitch for Nutella, we have been hard at work building up the global brand in the US. People already love it (as do I). So the challenge is more about bringing Nutella to life in continuously interesting ways.
See below for campaigns for:
Nutella Biscuits
World Nutella Day
Biscuits n’ Betches
What happens when you get Nutella Biscuits and the Betches gang together? You get the most iconic book club ever, of course. Capitalizing off the popularity of book clubs, we teamed up with Betches to create their first EVER IRL book club event as well as a four part podcast, all designed to show you that Nutella Biscuits are the PERFECT book club snack.
We kicked it off with a launch video where we sent Betches personality Tess Tregellas to the streets of NYC to ask people about the clubs they were in and invite them to the Betches Book Club event.
We then invited a few lucky besties to come hang with the Betches IRL at an exclusive event in NYC where they discussed the book The Midnight Club.
We then followed it up with a four part podcast series so everyone could follow along to discuss a totally new book, Such a Bad Influence, and snack on Nutella Biscuits, of course. Click the image to hear episode 1.
While the Betches partnership was the big moment, we also wanted to make sure our fans know we love ALL kinds of clubs - not just book clubs - so we also created a video to show all the different ways you can enjoy Nutella Biscuits. This video got over a million organic views
World Nutella Day
The biggest day of the year for Nutella is not the Super Bowl. It’s World Nutella Day on February 5th. It’s a holiday not created by the brand but by its fans. So our World Nutella Day celebration focused on highlighting the biggest superfans… the ones that love Nutella so much, they put it as part of their bio on social media.
My role:
I was involved in all of the creative direction in bringing this project from conceptualization to completion, helping select swag, scripting, and editing together the video. I also helped draft all of the copy for the campaign and conceptualized the social posts promoting it.
The launch video directed to a mircosite where fans could join in the celebration by adding Nutella to their own social media bios for a chance to win exclusive Nutella swag.
