The launch of a revolutionary product
What did Ferrero ask us? A media relations strategy designed to increase consumer attention and engage them on the innovative characteristics of a product destined to revolutionise the market.
A revolutionary product needs to be supported by a unique launch: For a week, Ferrero Italia transformed Piazza Gae Aulenti into Casa Nutella, a space where the public could get a preview of the highly awaited shortbread biscuit with a Nutella filling.
Within the operation, supported by a digital and out-of-home circuit advertising campaign, we managed the PR communication with a preview reserved for journalists, influencers and internet opinion makers. The buzz generated by the main national radios, TV stations, newspapers and magazines contributed to elect Nutella Biscuits as product of the year.