Ti amo, Nutella.

Ti amo, Nutella

‍

‍

Can you think of a product that, no matter what, has and will always be in your kitchen?

Well, as the good Italian that I am, that product for me is Nutella.  

I love Nutella not only because I find it very delicious, but also because of the connection I have with the brand. It reminds me of home and of my childhood, like those precious moments where my mom prepared me a sandwich with Nutella as a snack for school. Somehow, I know that I’m not the only one that have this experience, but also a lot of other people – especially Italians – will understand what I mean. Let’s see how Nutella keeps conquering our hearts.

In October 2020, Nutella launched its “Ti amo Italia” campaign (translated: “I love you Italy”) with the goal of making people feel connected to the country and celebrate its beautiful landscapes. The timing of the campaign was just right, and I'd say very needed: Italy was hardly hit by the pandemic in the last six months.

Nutella launched 30 limited series jars, each representing beautiful Italian landscapes starting from mountains to beaches and islands, from colourful cities and villages to its crystal-clear waters.

Are you amazed as well? I have good news for you, that’s not just it.  

As their website mentions, each jar contains something special: a QR Code to be framed to access a unique virtual reality. There, you can live the full immersive experience of discovering the breath-taking spots of the place represented on the jar you bought. What’s more, it gives you access to a quiz that tests your knowledge about interesting facts about that location.

‍

In a time where travelling is restricted, Nutella gave its customers the ability to visit the most beautiful places Italy has to offer by staying at home and whilst enjoying a delicious snack. With this campaign, Nutella did not only manage to launch a very well-made marketing campaign, but it also made a whole country feel connected. I call that impressive.

Hence, my question for you today for you would be: What message would you go for to make your customers feel connected to your brand?

By Rosa.