The Challenge

Nutella Foodservice needed to reinvent their World Nutella Day celebration. For years, we had successfully run an annual lead generation campaign centred around promotional coffee cups, which grew their venue database and drove participation. However, the campaign had reached saturation point – the database was well-established, and the coffee cup approach was no longer sustainable from both operational and environmental perspectives. The challenge was to pivot from lead generation to awareness while maintaining engagement and delivering a campaign that celebrated World Nutella Day in a fresh, exciting way that resonated with both foodservice venues and end consumers.

The Solution

We created The Top 50 Nutella Dishes – an annual celebration of the most creative Nutella dishes across Australia and New Zealand. The campaign comprised three key phases:

Nomination Phase: We launched Meta traffic and messaging campaigns across Nutella’s social channels to drive awareness and encourage venues to submit their signature Nutella dishes. Simultaneously, we activated Nutella’s existing database through targeted email campaigns, leveraging the relationships we’d built through previous campaigns.

Curation & Publication: After carefully selecting the Top 50 dishes, we designed and published an eBook in the lead-up to World Nutella Day. This digital showcase not only celebrated participating venues but also actively encouraged consumers to visit these locations to experience the dishes and celebrate World Nutella Day firsthand.

Amplification: We also partnered with food influencers to create authentic content at selected Top 50 venues, generating social proof, promoting the venues and driving consumer foot traffic during the World Nutella Day period (proving a B2B campaign can work holistically with B2C campaigns).