The holidays are full of treasured moments, but Nutella knows that it’s the mishaps and imperfections that will be remembered most fondly.

In its holiday campaign, in partnership with Publicis Montreal, Nutella celebrates imperfect baking moments in the kitchen between generations of families. In video format and as posts to be shared across social platforms, the campaign’s images depict families baking Nutella cookies that turn out all wrong – they’re misshapen, irregular and full of that “homemade” feeling. But there’s plenty of moments of smiles, laughter, and connection to make up for the lack of baking skills, proving that it’s the time spent together that matters most.

“Baking is the perfect catalyst to bring generations together, and Nutella is the perfect partner for baking inspiration,” says Joanne Farber, marketing director for Nutella (Ferrero Canada). “But baking isn’t always perfect. It’s the fun, the mistakes and the imperfect outcome that is most memorable, and we wanted to embrace that.”

Nutella’s holiday campaign will also include a social media contest that encourages families to share their own moments in the kitchen. The campaign’s media is the responsibility of PhD, while PR is being handled by Golin Public Relations.