The ‘Nutella Nonna’ Inspires Loved Ones to Introduce Nutella into Their Favorite Holiday Recipes

Baking is a universal love language that crosses generations, and nobody is better at spreading the love through baking than grandmas. That’s why Nutella, The Original Hazelnut Spread, is taking to social media this holiday season with a push from beloved social influencer and quintessential Italian grandma, Nonna Pia, to help inspire families to come together and elevate their favorite holiday recipes with Nutella. This week, Nonna Pia will become the “Nutella Nonna,” featured at the heart of a content series and contest running on Instagram, created by the brand’s U.S. agency of record, Terri & Sandy.

The campaign comes to life through 7 online films that showcase the authentic and irresistible charm of the Nutella Nonna as she and her grandson, a staple in all original Nonna Pia content, walk the audience through some of her own favorite Nutella® inspired holiday dessert recipes, baking advice and insights into her storied life.

The dialogue between the Nutella Nonna and her grandson encourages others to bake as a family with Nutella®, share their holiday recipes on social via #NutellaNonnaContest and tagging @Nutella, and enter to win any number of prizes given out weekly including Nutella branded swag like aprons and ugly holiday sweaters, or gift certificates to have brunch with your own Nonna. Each entry will qualify to be judged by the Nutella Nonna for the grand prize, a family trip for 4 to Italy. The Nutella Nonna campaign also works hard to communicate how important it is to strengthen our bonds between generations. That’s why for every entry, Nutella will donate $1 to Generations United, the national nonprofit organization that works to improve the lives of children, youth and older adults through intergenerational programs, policies and strategies.

The Nutella Nonna campaign marks the first partnership with Nonna Pia and Nutella. Nonna Pia’s irresistible charm has led to her large social following: 3M followers on TikTok, 295K followers on Instagram and 63K followers on Facebook.  She has also partnered with other brands like Shoprite and the New York Mets.  

“When T&S came to us with this idea, we saw the power of creating the Nutella Nonna and leveraging a truly authentic influencer like Nonna Pia,” said Noah Szporn, senior vice president, Spreads at Ferrero North America. “She reflects the positivity, charm, and warmth of our brand and inspires families to bake together, especially with Nutella this holiday season.”

“As an agency we are always looking to help brands connect with viral culture in smart ways, and the majority of the time that means approaching the work with a social-first mentality,” said Sandy Greenberg, CEO of Terri & Sandy. “It was an absolute joy to be able to bring Nutella and Nonna Pia (and her grandson) together for this campaign--truly the perfect pairing to help support Nutella’s ongoing partnership with Generations United, and also to spread Nutella’s mission to bring family and loved ones together through delicious food. And while it’s hard to believe, Nonna Pia was even more charming in real life.”