THE NUTELLA BREAKFAST CHALLENGE
Looking at the results and data from previous campaigns to see where the Spife program was succeeding and where it could be tweaked to drive efficiency, there was a decline in on-site engagement in favour of engagement in our social channels. Recipe content was important for reach, but there was a downward trend in content engagement.
This pointed the way to a robust, distributed content strategy, with a focus on YouTube, Facebook and Instagram. The idea was to fill those channels with breakfast fun and the Spife, while supporting that content with targeted media.
Inspiration came from the TV-classic; Iron-Chef: Why not pit two moms against each other; tackling common breakfast challenges using either the spoon or knife end of the Spife to get the job done? It was called the Nutella Breakfast Challenge and enlisted Canadian celebrity chef Stefano Faita as host. Three-minute episodes, 15 second trailers, still photography, boomerang videos and animated GIFs were pushed out in waves over the course of the campaign.
Breakfast’s had never been so successful.
My Role: Art Direction, Creative Concepting, Production Design, Creative & Media Strategy