Montreal, September 5, 2024 – This summer, Nutella, in collaboration with Publicis, took Canadians on a coast-to-coast adventure like never before. Building on last year’s success, the “Savour the Beauty of Canada” campaign returned with enhanced digital creativity and a major live activation, celebrating Canada’s stunning landscapes and delicious regional recipes.
“We’ve taken things to the next level this year,” said Claire Robbins, Senior Brand Manager – Nutella at Ferrero Canada. “From a CGI FOOH (Fake Out of Home) activation to a larger-than-life event at Yonge-Dundas Square, we aimed to capture Canadians’ imaginations and the taste of Nutella in exciting new ways.”
Soaring to new heights with FOOH
This year, Nutella integrated faux out-of-home CGI assets that bring a touch of magic to Canadian skies. The campaign launched with a CGI-rendered Nutella hot air balloon soaring over Newfoundland, creating a stunning visual spectacle meant to spark curiosity and wonder.
Nutella fans could follow the balloon’s adventures through an interactive social media story and an extensive influencer campaign.
The campaign culminated in Toronto at Yonge-Dundas Square, where locals were treated to freshly prepared Toutons, a Newfoundland delicacy, at a photo-op-worthy sampling station featuring the “crash landed” balloon.
The campaign was also supported by a 15-second TV spot driving engagement through traditional media channels. Throughout the summer, thirteen limited-edition Nutella jars are available in major supermarket chains, with six exclusive jars at Costco.
“We’re thrilled to bring this campaign to life, merging digital creativity with real-world experiences,” said Susannah Rubin, Creative Director at Publicis Montreal. “It’s a testament to the value and shared vision that comes from a longstanding partnership like the one we have with Nutella.”
Credits
Advertiser: Nutella (Joanne Farber, Claire Robbins, Areeba Humayun)
Lead Agency: Publicis Montréal
Experiential agency: Publicis Sport & Entertainment
PR & Content Agency: Golin Canada
Media Agency: Mindshare
