the Challenge:
Launching Nutella in the fresh bakery world, supporting Ferrero in a revolutionary project: bringing to market a new category of ready-to-eat products with a 2–3 day shelf life, sold both in modern retail channels—alongside bread and freshly baked croissants, standing apart from traditional shelf products—and in the OOH channel.
the Process:
To make this Brand Innovation project tangible, we followed a strategic and creative journey structured into several phases and key steps.
Identification of a first flagship product for the Fresh Bakery category: the “Nutella Muffin”.
Strategic study and visual identity development designed to enhance the brand positioning and personality.
Retail
Different formats were designed for various display contexts: loose products, ideal for single-unit sale in bakery counters, and twin and triple packs, perfect for dedicated display units.
OOH
Customized communication materials were created to maximize visibility and impact at the point of sale.
the Solution:
A tailored communication strategy for each sales channel, capable of blending Nutella’s timeless iconic status with the authentic emotion and sensory richness of the fresh bakery world, creating a memorable and engaging consumer experience.
A tailored communication developed through an integrated narrative system that, through consistent visual and verbal languages, enhances each touchpoint and transforms every consumption occasion into a moment of authentic connection between brand and consumer.
the Result:
Through research, strategic and creative development, we defined the visual identity and the most effective communications for the launch of the Nutella Muffin across the different sales channels.