Research and social listening revealed two key challenges. Families were no longer sitting down to share breakfast together, and young families were choosing local staycations instead of travelling abroad due to convenience and cost. Nutella needed a way to reconnect with families, make breakfast feel special again, and position itself as part of these summer moments.
I led the social strategy and concept development. My work included defining the positioning and messaging framework, briefing the creative, design, and influencer teams, and guiding production to reflect the tone of a UK summer breakfast. I worked closely with the media team to ensure nationwide reach, with a focus on families planning summer breaks, and partnered with the client to localise the global “Good Morning” concept for the UK market.
The campaign ran nationwide across the summer months with a social-first approach, supported by limited paid media. It was an integrated campaign, including packaging design, camopaign materials, social, influencer and a competition mechanic. The creative needed to work both on-pack and across digital channels. Timing was tight as we adapting a global platform to fit UK-specific staycation habits and family routines before peak summer season.
Our primary audience was families with young children who wanted easy, fun breakfast solutions that felt achievable and affordable.
We also targeted young adults and couples looking for inspiration for shared morning routines during summer holidays and weekends.
I began with a review of Nutella’s past performance and seasonal category behaviour. This identified the need to connect Nutella with both breakfast occasions and the activities families enjoy in summer. We created location-inspired recipes that were quick, easy to prepare, and perfect for sharing, pairing each recipe with a suggested morning activity. For example, a hearty breakfast was paired with a Scottish Highlands hike to create a full morning experience rather than simply a recipe idea.
We developed the campaign idea “Wake Up Your Summer Breakfasts” to bring this to life. Bright, seasonal recipe ideas appeared on the jars themselves, encouraging families to try them while on their staycations and make the most of their mornings together.
The concept supported by a competition mechanic to drive participation, as well as social content and influencer collaborations. Content creators filmed relaxed, playful videos showing how simple it was to prepare Nutella breakfasts while travelling, inspiring audiences to try them during their own trips.
The campaign delivered strong results. Social engagement rates were 25% above FMCG benchmarks, thousands of users entered the staycation giveaway and shared their own breakfast moments, and sales during the campaign period increased compared to the previous summer. Comments highlighted that the campaign made breakfast feel fun again and inspired families to try something new together.
This project demonstrated how adapting a global idea to reflect local habits can create real impact. By linking Nutella with both breakfast and summer activities, we successfully positioned it as a staple for shared moments and strengthened its place in everyday life.
25% above FMCG benchmarks