Creating awareness and buzz around plant-based Nutella
We created a visible and timely launch on World Vegan Day (1st November). With this social hook, we brought plant-based Nutella to the attention of the public at a time when plant-based food was very much in the spotlight.
With a broad press approach and a creative press package, we positioned Nutella as a brand that moves with changing consumer needs. The result: greater visibility through dozens of publications and social media posts.
From social hook to experience: a creative PR launch
To make an impact, we combined the timing of World Vegan Day with a tangible and tasty brand experience.
Our approach consisted of:
- Developing and distributing a press release with facts and background information about the product, combined with plant-based recipes.
- Creating a creative and visually strong press package for around 30 selected media outlets and bloggers.
The press package consisted of a Sweet Snack Platter: a sweet variation on the classic snack platter, filled with entirely plant-based snacks to dip into the new Nutella. With recipe cards, toppings and a festive look, we invited recipients to taste and share the product.
By combining strategy and creativity, we translated the product launch into a recognisable, tasty and shareable story, and turned the introduction of plant-based Nutella into a moment that lingered.
