Ferrero Travel Market has been celebrating Nutella’s 60th anniversary with a travel retail ‘Nutella Wall’ campaign that brings travellers front and centre of the celebrations.
The campaign uses photos submitted by travellers who took part in the #GiveANutellaSmile campaign earlier this year. According to the brand owner, the Nutella Wall is a “personal reflection of the brand’s mission to spread smiles among consumers across the globe”.
Earlier this year, Nutella launched the #GiveANutellaSmile campaign alongside a travel retail-exclusive bar at key airports, including Luxembourg, Milan Malpensa and Dubai International.
Travellers who visited the participating airports and bought a Nutella product were given access to a QR code which took them to a dedicated Nutella 60th Anniversary platform. Here, they were able to take photos in front of a dedicated backdrop specific to each airport and be in with a chance of winning a special-edition Nutella sweater.
The campaign engaged thousands of travellers across the airports, with hundreds taking photos in celebration of Nutella’s birthday. Luxembourg Airport led the way with 200 travellers uploading their photos to the platform.
The photos are now being used to create a special online artwork. Visitors can filter their shots by location and also view the full collection of photos taken during the #GiveANutellaSmile campaign.
Ferrero Travel Market General Manager Sergio Salvagno commented: “For 60 years, Nutella has been making smiles happen and there is no better way to celebrate this milestone with our travelling consumers than by showcasing the smiles we shared during this year’s celebrations.
“This dedicated campaign was made possible by our close collaboration with key airport partners and as we look to the future, localised and dedicated campaigns such as this will remain a central part of our plans for travel retail, fully leveraging the power and excitement of our iconic brands to create fun moments for shoppers.” ✈
