Ferrero Travel Market is hosting a special celebration to mark 60 years of its Nutella brand with a travel retail-exclusive release, limited-edition Nutella jars and high-profile activations at key airports around the world. It has also lent added vibrancy to The Moodie Davitt Report.com home page with a spectacularly colourful desktop makeover.
Spreading smiles in travel retail
The 60th anniversary celebration campaign kicks off today, 5 February, World Nutella Day.
In travel retail, the celebration comes to life in the form of a travel retail-exclusive jar design: The Traveler. The expression features the 60th anniversary design in fully refreshed packaging.
Each product features special messages for travellers, including ‘Celebrate with Nutella’ and ‘I love you’, creating a gift for friends and family.
To further enhance the 60th anniversary celebrations, Ferrero is running Nutella pop-ups with partners at Luxembourg, Milan Malpensa and Dubai International airports. The dedicated Nutella animation spaces offer the celebratory jars alongside access to a special digital campaign.
Shoppers who visit the Nutella airport stores and buy a limited-edition 350g jar can scan a QR code which takes them to a dedicated Nutella 60th anniversary platform.
Here, they can take a photo with a themed frame created for each airport, adding an element of Sense of Place. By doing so, travellers can win special-edition Nutella sweaters, which are being given away every day during the campaign period.
The campaign began today (5 February) at Luxembourg Airport. For one month, Nutella is taking over the airport check-in area with branding screens, driving awareness and boosting engagement with travellers as soon as they arrive at the airport.
The journey continues with high-impact screens in the security area and an XXL illuminated wall panel to drive engagement and footfall in-store.
At Milan Malpensa, the campaign will run through March with 60 screens in the Departures area directing shoppers to the pop-up. Brand Ambassadors are on-hand in the Luxembourg and Milan airports five days a week throughout the campaign period.
At Dubai International Airport, the Nutella celebrations will kick off at the beginning of March and run for two weeks.
Ferrero Travel Markets General Manager Sergio Salvagno added: “For 60 years, Nutella has been making more smiles happen and we are delighted to celebrate this milestone anniversary with a standout and dedicated campaign with key airport partners in the travel retail sector.”
Ferrero Group Executive Chairman Giovanni Ferrero commented: “As we mark this milestone 60-year anniversary, we celebrate Nutella, a beloved global brand driven by an innovative spirit and decades of expertise.
“Through the unbeatable taste of Nutella, we have now created a range of new product experiences: Nutella B-ready, Nutella Biscuits, Nutella Muffin and Croissants. Looking ahead, we remain committed to building on this legacy, finding even more ways to offer fans positivity and choice.
“We have been spreading smiles across the globe for 60 years and through passion, creativity and innovation, Nutella will keep the world smiling for years to come.”
Nutella: A story of innovation
Nutella has been ‘surprising and delighting’ confectionery lovers for six decades, with its roots dating back to 1946 when Ferrero Founder Pietro Ferrero developed ‘Pasta Gianduja’.
Produced in loaves and wrapped in aluminium foil, Pasta Gianduja was created in response to the cocoa supply shortage following World War Two. The recipe used a blend of cocoa and hazelnuts, which are a local delicacy in Piedmont, Italy.
In 1964 Pietro Ferrero’s son Michele crafted the hazelnut and cocoa spread, which we know today, naming it Nutella.
This spirit of innovation lives on as Ferrero continues to leverage Nutella’s signature taste to craft new products such as its biscuits and croissants. ✈
