Nutella: 2015 World Nutella Day

This case study shows how Nutella, a chocolate spread brand, made the most out of a global fan-driven holiday by using a contest - increasing both sales and brand equity in the US.

Nutella: 2015 World Nutella Day

Sung Yung

Campaign details

Brand: NutellaBrand owner: Ferrero SpALead agency: SapientNitroCountry: United StatesIndustry: ConfectioneryChannels used: Events & experiential, Games & competitions, Internet - microsites, Online video, Social media, Word of mouth, advocacyMedia budget: 500k - 1 million

Executive Summary

Have you ever loved something so much you thought it deserved a holiday? An American blogger named Sara Rosso did. That's why she founded World Nutella Day on February 5, 2007.

In 2015, Sara transferred World Nutella Day to Nutella to help it...

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