The Market Monitor Minding the Nation's Business
In a move that highlights its understanding of the significance and value that Filipinos give to personalizing things and to their ties with family and friends, Italian cocoa-spread brand Nutella unveiled late last week its #YourNutella campaign in the Philippines to encourage customers to pay tribute to people they consider special, as well as to express gratitude to them for their loyalty and making the company a part of their lives.
Fresh from its success in Europe, the Middle East and parts of Southeast Asia, the #YourNutella campaign in the country aims to get people to strengthen their connections with one another, emphasize Nutella’s involvement and importance in their lives, and share their stories through the @ NutellaSEA Instagram account and #YourNutella hashtag.
“For many, Nutella has been a huge part of their childhood, as they enjoyed the spread at breakfast. We recognize the role we played in their lives growing up, and thought it would be great for us to say thank you to our customers for their years of support,” said Fabian Heymer, brand manager for Nutella Southeast Asia.
“Everyone’s name is unique, and we are at an age when personalization is vital, just like our friendship and relationship with our fans, and we hope that our #YourNutella campaign would convey our gratitude for their support,” he added.
The campaign was launched at the Glorietta Activity Centre in Makati City’s Glorietta mall last Friday, where fans were able to purchase 350-gram jars of Nutella for P279 and have the option to personalize them by having the #YourNutella “factory” set up there for the occasion printed their names on the label.
That same day, about 40 supermarkets in the country also carried the name-label standees, with selected stores holding promotional events for fans to get their own name labels.
To those unable to find their names in the standees, the YourNutella.com website will be available for use in the country starting May 16. This will allow anyone to customize their own labels and have them snail-mailed to their address.
For those who want to contribute to the campaign, take a picture and tell your story, then tag the @NutellaSEA Instagram account with the hashtag #YourNutella.
For more details, call Dominguez Marketing at (632) 897-7088 or send an e-mail to NutellaPH@ dominguez.ph.