Ferrero Travel Market has created a travel retail exclusive collection – and is implementing a series of high-profile activations at key airports – to mark 60 years of its Nutella brand.

The #GiveANutellaSmile celebrations launched on 5 February, World Nutella Day 2024, with the release of a selection of limited-edition Nutella jars, supported by a digital activation and physical retail events.

Exclusive Nutella designs

The company has created ‘The Traveler’ GTR exclusive jar designs for the travel retail channel. Ideal for gifting, these jars feature special messages for shoppers, including “Celebrate with Nutella” and “I love you”.

Key airports, including Luxemburg, Milan Malpensa and Dubai International Airport, have been earmarked for high-profile brand activations. These dedicated Nutella pop-up retail spaces will offer the new celebratory jars, alongside access to the special digital campaign.

Airport shoppers who purchase a limited-edition 350g jar will be given access to a QR code which takes them to a dedicated Nutella 60^th Anniversary platform.

There, they can take a photo with a dedicated backdrop created for each airport, and enter a competition to win a special edition Nutella sweater, one of which will be given away every day during the campaign.

The 60 years campaign kicked off in Luxemburg on 5 February. For a month, the airport check-in area is being taken over with branding screens to create touchpoints for shoppers on arrival at the airport. Screens in the security area, and an XXL illuminated wall panel, will drive further engagement and footfall in-store.

In Milan Malpensa, the campaign will run throughout March, with 60 screens in the departures area directing shoppers to the pop-up. Brand Ambassadors will be on hand in Luxemburg and Milan five days a week.

In Dubai International, the two-week campaign, which also incorporates Brand Ambassadors, will begin on 1 March.

A milestone for Ferrero

Ferrero Travel Market General Manager Sergio Salvagno noted: “For 60 years, Nutella has been making more smiles happen and we are delighted to celebrate this milestone anniversary with a standout and dedicated campaign with key airport partners in the travel retail sector.”

Nutella’s roots date back to 1946, when Ferrero founder Pietro Ferrero developed “Pasta Gianduja”. In 1964, Pietro’s son, Michele Ferrero, crafted the hazelnut and cocoa spread now known as Nutella.

Ferrero Group Executive Chairman Giovanni Ferrero commented: “As we mark this milestone 60 year anniversary, we celebrate Nutella – a beloved global brand driven by an innovative spirit and decades of expertise.

“Through the unbeatable taste of Nutella, we have now created a range of new product experiences: Nutella B-ready, Nutella Biscuits, Nutella Muffin and Croissants.

“Looking ahead, we remain committed to building on this legacy, finding even more ways to offer fans positivity and choice. We have been spreading smiles across the globe for 60 years and through passion, creativity, and innovation, Nutella will keep the world smiling for years to come.”

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