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C A S E   S T U D Y Nutella x SUNNYLiFE
Let's Nutella Together

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 Elements

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

The Results

14.7 million audience reach

vs KPI of 3.6 million

53 pieces of editorial coverage

across broadcast, print, online and socials

21 social posts from paid influencers

reaching over 5,725,000 people

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T +61 2 93412357 E hello@dialoguepr.com.au A Suite 3.01, Level 3, 128-130 Rothschild Avenue A Rosebery NSW 2018