Nutella wanted to shift the local perception of their product from a fattening, unhealthy breakfast option to a fun and creative breakfast alternative for young families.
Catalyst created an engagement strategy for Nutella by transforming a trike into a mobile Nutella tasting experience. The Nutella trike toured popular Hong Kong family hotspots, attracting consumers to sample the product and inspiring conversations on social media.
These on-street interactions were further amplified through video content, a social media photo competition, and engagement with KOL(key opinion leader) DayDayCook Founder, Norma Chu, in a live cooking feature about creative breakfast treats with Nutella.
The Breakfast of Champions Tour with Nutella was a success, achieving:
11,000 freshly-made Nutella treats distributed over four weekends.
20,000 premium sample packs handed out in the streets.
Over 250,000 impressions, 5,800+ likes, 820+ comments and 363+shares on Nutella’s Facebook page.