Nutella: Wake up to Nutella - How Nutella achieved immediate and significant growth through a dramatic change in image

Nutella could be seen as a popular part of the breakfast ritual in many countries, but in the UK the brand faced a problem as many Mums saw it as a chocolate spread and classed it as a treat rather than a breakfast food. The solution was to re-educate Mums to view Nutella as a hazelnut spread, so to position it as an acceptable breakfast choice. The strategy framed information about the positive benefits of hazelnuts in the context of family breakfast time, through TV, PR, sampling and promotions among others. As a result, the campaign has attracted one million new customers to the brand and generated an estimated payback of £1.85 per every £1 spent