NUTELLA // Breakfast of Champions Tour
The Challenge

Those in the west have nutella as a breakfast staple. It wasn’t quite the same here. nutella wanted to turn the tables of being classed as fat and unhealthy and shift local perceptions to a fun and creative breakfast option for young families.


Our Strategy

We took Europe’s ever-popular food trike and converted this into nutella’s Breakfast of Champions on wheels – touring popular family hotspots with a mobile sampling experience serving popular breakfast staples with nutella.

A city-wide social campaign was launched to drive mouth-watering excitement on where to find us next. Fun and creative recipe ideas filled nutella’s social pages throughout the campaign. Family favourite, Norma Chu, DayDay Cook Founder, further amplified the campaign with a dedicated live feature on creative breakfast treats with nutella.



Hong Kong
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The Results

The Breakfast of Champions Tour with Nutella was a success, achieving:

  • More than 200,000 targeted consumers reached through online and offline channels over eight days of activation.
  • 11,000 freshly-made nutella treats distributed over four weekends.
  • 20,000 premium sample packs handed out in the streets.
  • Over 250,000 impressions, 5,800+ likes, 820+ comments and 363+shares on Nutella’s Facebook page.
More than 200,000 targeted consumers reached over 8 days!