| 标题 | Nutella Your Way |
| 广告公司 | krow Communications |
| 广告战役 | Nutella Your Way |
| 广告主 | Ferrero |
| 品牌 | Nutella |
| 首次发布日期 | 2015 / 11 |
| 行业领域 | 食品 |
| 剧情简介 | Nutella enjoys a loyal fan base of enthusiasts who are passionate about the brand, and have found lots of different ways to enjoy it beyond the traditional slice of toast. Nutella wanted to tap into this passion and give these fans a way to really put their love on show by allowing buyers to put their name on their very own jar of Nutella. To support the promotion, the brand is launching a new £1.7m fully-integrated campaign: Your Nutella, Your Way. The campaign is supported across TV, video on demand, out of home, digital, social media and in-store, launching on November 2nd with high-profile national TV spots. krow have been responsible for developing the Above The Line, VOD and digital advertising support for the campaign. The Your Nutella, Your Way campaign is visible across 5.8m promotional packs of Nutella across the UK, providing an opportunity to interact with shoppers on a more personal level and build brand loyalty. The campaign is based around the insight that Nutella fans love to enjoy their Nutella in lots of different ways; be it on croissants or crepes, with fruit or in porridge, or on a good old slice of toast. And because our audience love to personalise the way they eat their Nutella, why not allow them to personalise the jar the Nutella comes in so that they can truly make it their own? Across all media touchpoints, we demonstrate the attraction of putting your name on your own jar of Nutella, which even includes a VOD version that personalises the ad based on who is logged in and watching the ad. The VOD version pulls in the viewer’s name into the ad itself! A website allows users to see their name on a jar, and also claim their free personalised label, with a special code found on promotional jars). Tim Robertson, Executive Creative Director of krow says, “What a fantastic way to allow our audience to show their pure, unbridled love for this product than giving them the means to have their name immortalised on the iconic Nutella jar. We’ve created a heart-warming fully integrated campaign that shows the joy this promotion has the potential to deliver.” |
| 媒体类别 | 电视 |
| 长度 | |
| 音频后期制作 | Jungle Studios |
| Creative Agency | krow Communications |
| 创意总监 | Tim Robertson |
| 美术指导 | Georg Thessman |
| 文案 | Tara Button |
| 导演 | Liz Murphy |
| 制片 | Kate Bailey |
| 制作公司 | Raised by Wolves |
| 制作公司制片 | Richard Martin |
| 制作公司制片 | James Graley |
| 后期制作 | Raised by Wolves |
| 剪辑公司 | The Whitehouse London |
| 音乐 | FNG Nutella JT (Composer: Jason Tarver @ Finger Music) |
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