
Agency	Media Direction
Creative head	Elena Iefymenko, Group Brand Manager, Ferrero Ukraine
Author of idea	Media Direction Agency & Ferrero Ukraine
Product	NUTELLA - Nut butter with cocoa
Description	The Nutella brand is well known in Ukraine, but rarely consumed, and furthermore there is no culture of Nutella’s consumption. The insight shows that every meal, no matter how ordinary, can become more interesting and tasty with Nutella. Pancakes or cheesecakes, that many love to eat for breakfast, give more energy and positive charge with Nutella. Strawberry gives more pleasure if it’s dipped in Nutella. What better ingredient to complement your traditional family cake than a spoonful of delicious creamy Nutella. And these are just a few of examples. Our task is to find the way to show these to the audience, and better yet, to engage them to try to implement the ideas, and even create their own masterpieces. Popular TV-project "Vse bude dobre" on the STB channel was selected as a base of the campaign. It enjoys the credibility of the audience thanks to main anchorwoman Nadegda Matveeva, who has built the image of wise and positive friend, always ready to help. Thus, naturally, Nadegda became the face of the campaign. TV-Integration is implemented within the culinary rubric, where Nadegda invites famous chefs and culinary experts to prepare different deserts with Nutella. In order to involve the audience we have proposed to create online recipe contest. The mechanics and prizes are directly related to the main task - build a culture of Nutella consumption, stimulate purchase and convey core brand's values, family and joy. Contest is announced through Internet and TV-project sponsorship with STB channel. This theme is further developed in a full TV-commercial, which tells more about the brand, its values, positioning, and the contest. Our ad heroes - Nadezhda Matveeva and her son. They represent the image of the perfect family where caring mother likes to indulge her adult son with a slice of bread covered with Nutella, that he enjoys since his childhood. Not limited to TV, Nadezhda Matveeva extends Nutella influence via Radio, where she hosts a morning show. Nutella here is presented as an expert in the secrets on how to have a great start of the day. Furthermore, the whole campaign goes beyond the media - to retail and restaurants. Cooking classes were executed in the restaurants, where active participants may cook fancy deserts with professional chefs. Cooking booth with sampling were arranged in the supermarkets, where customers can get information about the contest. All media are interwoven with one main campaign message, and one leading character. All brand appearances are made in one style and one mood. This integrated approach helped achieving a close connection between all the instruments of the campaign and, as a result, helped ensuring the synergy to build wide coverage of the target audience and the quality of contact. We have clearly shown the audience a variety of possibilities how to consume Nutella, and motivate them to create their own tasty ideas.
Advertiser	Ferrero Ukraine
Team members	Elena Iefymenko, Group Brand Manager, Ferrero Ukraine Anna Bondarchuk, Brand Manager, Ferrero Ukraine Svetlana Taborskikh, Media Group Head, Media Direction Dmitry Sakhno, Senior Media Planner, Media Direction Elena Petrova, Head of Department Nonstandard Media Solutions, Media Direction Julia Fedchun, Project Manager, Media Direction Dmitry Sheichenko, PR-Director, J&I PR Elena Shestakova, PR-Coordinator, J&I PR Valentina Kravchenko, Account director, Solution House Vitaliy Gukalov, Account manager, Solution House StarLight Commercial Production

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