Nutella is a beloved brand, and while it has long been a breakfast staple in Europe, its position as a breakfast food in Canada is not as widely accepted. The Nutella brand team developed a Pancakes Love Nutella promotion to reinforce the brand’s versatility message and encourage consumers, specifically moms, to shake up their morning routine by pairing pancakes with Nutella as opposed to the traditional maple syrup. Paradigm was tasked with amplifying the campaign and bringing the Pancakes Love Nutella messaging to life in a fun, engaging way.
How do you make a pancake breakfast fun for families? With Nutella pancake art.
Paradigm partnered with one-of-a-kind pancake artist Nathan Shields to show Canadians how easily they can switch up their morning routines by adding a little joy to breakfast with Nutella and pancakes. Nathan embarked on a cross-country broadcat media tour, where he delighted viewers with entertaining and eye-catching pancake art that families could easily re-create at home. The media tour was supported by media drops, editorial content on Narcity, an Instagram post on BlogTO and product giveaways.
The Pancake Loves Nutella promotion was a huge success. The media relations outreach resulted in six broadcast segments, including BT Toronto, The Morning Show and Global Calgary, and more than 24 million print impressions. The blogTO Instagram post generated more than 165K impressions, 4K likes and 200 comments. The Narcity editorial content generated 2.5 million impressions and 1.4 million impressions on social media.
Sales of Nutella were up during the promotion period and the promotion redemption surpassed targets. The media relations amplification was so successful that Nathan Shields was brought back for year two of the campaign.