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nutella 60 years
To celebrate Nutella’s 60th anniversary in a way that aligned with the global creative platform while still resonating with a UK audience, we tapped into the nation’s love for novelty and personalisation. Understanding that British consumers are drawn to campaigns that feel relatable and specific, we developed the concept of “feeling seen” through a playful character-led approach. I helped bring this to life by designing in-store fixtures and visual concepts that captured the essence of the campaign, while also supporting the sell-in of activation ideas across digital and physical touchpoints. Customers were encouraged to find the Nutella jar that best represented themselves or their loved ones, driving over 12,000 competition entries and generating more than a million social impressions. The campaign sparked thousands of user-generated posts, with fans proudly sharing their personalised “Nutella character” jars using the dedicated hashtag.
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