"My Nutella Jar" a personalised brand experience for consumers

by Shrutee K/DNS

Mumbai : If there is one thing better than starting the day with Nutella, then it is starting the day with a jar of Nutella with your name on it! Nutella, the globally loved hazelnut spread with cocoa from Ferrero, is giving an opportunity to its fans to now personalise their Nutella jar with their or loved ones name on it.

Nutella will now appeal not just your taste bud but your emotions too, through the ‘My Nutella Jar’ campaign. Your favourite Nutella hazelnut spread is now truly yours!

Nutella aims to strengthen its bonds with its customers with this month long initiative. The brand will be using a mix of digital and on ground events (mall and modern trade activation) which will be conducted in selected modern trade stores in Mumbai, Delhi and Bangalore to spread awareness about this initiative and engage with its consumers. In all these stores, the consumer, on purchase of a Nutella jar, will be given a personalized label by the promoter. The label will be printed on the spot as per the name given by the customer. The list of the personalised Nutella stores can be found under ‘Where do I get #mynutellajar’ on the site:  www.mynutellajar.com   after logging in and generating the label.

Nutella will also engage and create a special experience for customers at malls in Gurgaon (Ambience mall from September 26th and 27^th) and in Mumbai (Inorbit mall, Malad from October 3rd and 4^th). Throughout this activity the consumers can share some enjoyable moments with Nutella - by purchasing a Nutella jar and availing their personalised labels. Moreover, they will also get an opportunity to click their pictures which can be uploaded on social media platforms instantly to capture these memorable moments with Nutella.

Talking about this initiative, Mr. Emanuele Fiordalisi, Vice President Marketing Ferrero India, said “Nutella wanted to personally thank its fans for their continuous love towards the brand and what better way to do so than with a jar specifically for them. We are providing an opportunity for Nutella lovers to personalise their favourite hazelnut spread with their ‘own’ name or their loved one. Through this personalized branding initiative, we aim to convert our current fans into brand ambassadors and also create excitement among new consumers to experience the brand. We believe this activity will help bring our consumers closer to the brand.”

Nutella has created an engaging video which is available on social media capturing the essence of this initiative. You may view the video on YouTube at https://www.youtube.com/watch?v=xQ3-NFd8p1Q.

In addition, consumers will be encouraged to upload their pictures and share their experience on multiple social media platforms like Faebook, Twitter and Instagram with the hash tag #mynutellajar.

About Nutella:

Nutella hazelnut spread with cocoa is manufactured by Ferrero, the 3^rd largest manufacturer of chocolate and confectionary products in the world. It is Ferrero’s iconic brand and enjoys leadership position in the global spreads market. The brand has presence in over 150 countries. Nutella’s unique flavour comes from the combination of selected hazelnuts and delicious cocoa. It can be easily spread over bread, roti, dosa or idli and variety of other breakfast dishes.

Nutella is 100% vegetarian and contains no preservatives. Making Nutella a part of the breakfast makes breakfast fun and delicious for the kids. Nutella acts as a perfect accompaniment for a breakfast and provides a great start to the day. Its unique flavour will leave you asking for more!

About Ferrero India

Ferrero is an Italian manufacturer of chocolate and other confectionery products. With an annual turnover of over US$ 11 billion, it is the 3^rd largest manufacturer of chocolate and confectionery products in the world.

Ferrero India has its Corporate Office at Pune and is present across all the metros and mini-metros and has a strong distribution network. It has regional sales offices in Chennai, Delhi, Kolkata and Mumbai. Ferrero’s other well-known brands in India include Ferrero Rocher, Kinder Joy, Kinder Schoko-Bons Crispy and Tic Tac.

The company started its commercial operations in 2004, and in less than a decade has become a strong player in the chocolate and confectionary segment in India. The company has made India its production hub for Asia and Middle East and exports half its local production.