Nutella, Canada’s beloved hazelnut spread, recently brought its Savour the Beauty of Canada campaign to life with an exciting activation at Yonge-Dundas Square in downtown Toronto on July 5 and 6.
The balloon – created in CGI – started its virtual journey on Newfoundland’s Skerwink Trail, one of Canada’s 13 hidden gems featured on limited-edition Nutella jars, heading eastward across Canada and documenting its journey on social media. In a delightful twist, the Nutella Hot Air Balloon ‘crash-landed’ in the heart of the city, offering Torontonians a taste of Newfoundland with Nutella-topped Toutons. This unique activation invited consumers to engage with the brand by taking photos with the larger-than-life balloon, learning about Nutella, and celebrating the beauty and flavours of Canada. To keep the fun going, stickers and Nutella B-ready bars were distributed, and the brand worked to take over the digital billboard for much of the weekend – announcing the balloon’s landing!
The activation was a resounding success, with consumers enjoying delicious treats and sharing their experiences on social media using #SavourTheBeauty. The results speak for themselves:
Consumer sentiment was overwhelmingly positive, with many sharing their love for Nutella and personal stories about how the brand is a part of their lives.
Agency partners include Publicis Montreal on creative, Publicis Sport & Entertainment on experiential, Golin on PR, sponsored media, influencer relations and social, and Mindshare on media buying.