NUTELLA // Breakfast of Champions Tour


Shifting brand perception, guerrilla marketing & brand activation

THE CHALLENGE

To shift the local perception of Nutella as a fattening unhealthy breakfast option towards a fun and creative breakfast alternative for young families.

The Strategy

Catalyst created an engagement strategy around the Nutella food trike experience, which toured popular Hong Kong family hotspots attracting consumers to sample the product and drive 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 Results

  • More than 200,000 targeted consumers reached through online and offline channels over eight days of activation.
  • 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.