Brand Programming Studios was asked to provide a spark and a different perspective on how to reach Nutella’s audience and give its social and digital communications a sense of purpose and cultural relevance.
We developed a four-pronged digital and social programming strategy based upon Nutella’s positioning: Spread The Happy.
• Spread The Happy: Quality & Inspirational Content
• Visions Of Happy: Quality Food Content
• Create The Happy: Quality Recipe Content
• Recipe For Happy: Quality Bonding Content
Spread The Happy
Visions Of Happy
Quality food photography and copy that inspires and shows the versatility of Nutella hazelnut spread while providing an elevated food experience and appetite appeal.
Create The Happy
Quality social and digital video content and copy that inspires the audience and shows the versatility of Nutella hazelnut spread while providing an elevated food experience and appetite appeal.
Recipe For Happy
Quality video content and copy that showcases how Nutella is truly at the center of the recipe for family bonding and happiness. In the Catalina test our Holiday video drove an increase HH penetration of .61% for those who were exposed to the video.