Nutella is bringing back “Savour the Beauty of Canada,” enlisting the help of local chefs, photographers, cafés and creators to immerse the brand in Canadian communities.
The campaign includes six limited-edition jars – which highlight sunrises captured by local photographers – locally inspired breakfast recipes, digital city guides and immersive experiences in Toronto and Montreal.
“We know that Canadians are supporting local communities and rediscovering pride in exploring what’s close to home,” Claire Robbins, marketing director for Nutella, a Ferrero Canada brand, tells strategy.
While Ferrero is Italian-owned, Nutella is produced in Canada and employs Canadians.
“They are also interested in trying new recipes and celebrating simple, everyday rituals,” Robbins adds. “‘Savour the Beauty of Canada’ taps into this by offering both: Nutella is proudly made in Canada, and each limited-edition jar is paired with a locally inspired recipe that allows Canadians to experience their region in a delicious new way.”
Agency partners include Publicis Montréal for creative and strategy, Golin Canada for PR and influencer marketing and Mindshare, a WPP Media brand, for paid media execution.
Robbins calls the latest campaign the brand’s most immersive yet.
“Over the last few years, Nutella’s marketing in Canada has shifted to multi-channel, emotionally resonant campaigns that build community and celebrate everyday rituals where we spend time together, like breakfast,” Robbins explains. “While the message fits seamlessly with our brand positioning – centered on joy, family and shared moments – it also pushes us into a more locally grounded, culturally immersive space.”
Media-side, the broadcast and digital media integration includes two sponsored segments with The Morning Show on Global News, which spotlights chefs and their take on Nutella’s regional recipes. Additionally, paid and earned influencer content, including chef-leg videos and user-generated content (UGC) will roll out across Instagram and Narcity, with digital “passport stamp” stickers encouraging engagement.
Robbins adds that the strong, complementary channel mix was critical. “Each channel serves a different purpose, whether it’s inspiring action, building emotional connection or driving product engagement. This full-funnel strategy ensures we meet Canadians where they are, both online and in person.”
The campaign also includes “tastemakers’ local breakfast guides,” created in partnership with Narcity. The editorial-style guides feature Toronto and Montreal’s best cafés, bakeries and “sunrise spots” – viewpoints where photography on two of the jars were captured – through the eyes of local chefs and foodies.
