Nutella begins summer campaign
By Rob Bale
Ferrero Canada has begun a new campaign for its Nutella brand called “Savour the Beauty of Canada.” The effort includes six limited-edition jars with labels incorporating pictures of sunrises taken by local photographers. It also features a collection of regional recipes, digital city guides and special promotions in Toronto and Montreal. According to the company, the intent is to “invite Canadians to discover their cities one good morning at a time.” The campaign also include two sponsored morning show segments in which participating chefs demonstrate these recipes. The city guides, developed in collaboration with Narcity, highlight various breakfast locations in Toronto and Montreal. In those cities, the brand is also conducting “Breakfast in the City” guided tours of cafes and bakeries. The campaign, which will run through the summer, was developed by Publicis Montreal, with public and influencer relations by Golin Canada and media work by Mindshare.