Kraft Hazelnut: Taking on the Godfather

Kraft Hazelnut, the hazelnut spread brand, launched a campaign to promote a new hazelnut spread to consumers in Canada.

Campaign details

Brand: Kraft HazelnutBrand owner: NestléEntrant company: Rethink, TorontoMedia: Starcom, TorontoPR: The Colony Project, TorontoMarket: North AmericaSector:Media channels: Mobile & apps, Online video, Outdoor, out-of-home, Programmtic display, Search marketing, Social mediaBudget: 3 - 5 million

Executive summary

In order to promote a new hazelnut spread to consumers who believed that Nutella is THE category, we launched a campaign to celebrate Kraft Hazelnut for all that it's not: Not made with palm oil* and low in saturated fat, not Italian and not even made...

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