Nutella leans into outdoorsy lifestyles and the beauty of Canada

Nutella is bringing Canada’s great outdoors into its grocery stores.

A local adaptation of a similar campaign that ran in Italy, “Savour the Beauty of Canada” is a 360-degree effort that celebrates this country’s diverse scenescapes and culinary delights, and includes prominent shopper assets like a paddle board in 60 retail locations.

The point-of-sale, highlighting Rocky Mountain vistas, draws attention to a prominent contesting initiative for a getaway in partnership with Parks Canada.

“Point-of-sale is always considered a strategic part of the marketing mix; it’s an important channel to help consumers learn about campaigns,” says Joanne Farber, director of marketing for Nutella Canada. “We ensure all Nutella campaigns have POS materials incorporated to impact consumers along their shopper journey.”

The campaign also features eight collectable Nutella jars available nationally at all major retail grocery chains until the end of summer. These showcase iconic locales such as the Cabot Trail and Niagara Falls. Each jar includes a QR code that drives to regional recipes on a dedicated microsite, informed by heightened interest in recipe content.

Farber tells strategy that for the  campaign, the company wanted “a strong variety of POS materials to showcase the beautiful imagery on the jars, while driving to the website and contest.”

Nutella is featuring several POS elements: half pallet displays with corner cards calling out the eight limited edition jars; flex floorstands with clip on side panels and header cards featuring the campaign and contest callout; eight wobblers, featuring the eight unique locations with a QR code driving to website; and shelf blades at select retailers, calling out the program.

Finally, at 60 stores across Canada, the Ferrero brand is being featured in high impact displays that include a paddle board to “drive visibility and awe,” according to Farber.

The shopper program is running nationally across all major grocery and mass retailers. Forthought Branding & Design did the design of the jars and the shopper materials, while Golin is supporting PR efforts.

Earlier this summer, Nutella leaned into its outdoorsy positioning with free canoe rides down the Humber River in partnership with Toronto Adventures.