The world’s favourite choc-hazelnut spread Nutella teamed up with leading lifestyle brand SUNNYLiFE to run a consumer promotion offering Australians a chance to win 1 of 500 limited-edition Nutella x SUNNYLiFE picnic sets (basket and blanket). Dialogue developed a PR campaign designed to help raise awareness around the partnership and encourage shoppers to make the most of the great outdoors while enjoying quality time and delicious recipes with their loved ones.
Campaign Objectives:
- Drive awareness around the Nutella consumer promotion by amplifying the campaign
- Generate consumer, media & social buzz/talkability around Nutella for Spring
- Reinforce the versatility of Nutella as linked to the campaign & consumer promotion
- Encourage increased purchase frequency amongst shoppers in the 18-54 age demographic
• Campaign Ambassadors – Worked with influential and well-known baker Kat Sabbath, entertaining guru Jess Nguyen, and real-talking mum Amy Gerard to drive awareness, third-party endorsement and education, as well as recipe and content creation, and media support opportunities where relevant
• Nutella x SUNNYLiFE Mailers – Placed product in the hands of key media and influencers to amplify the promotion and drive social and editorial coverage. The kits included the promotion prize (SunnyLife picnic basket + Nutella picnic blanket) and ingredients to recreate our ambassadors' recipes
• Wider Media Relations - Engaged with wider media by distributing news on the partnership, recipes and giveaway/contra opportunities
vs KPI of 3.6 million
across broadcast, print, online and socials
reaching over 5,725,000 people
