Italian food brand Nutella pays homage to its homeland with jars featuring sweet spots around Italy, including Venice, Rome, and Cinque Terre. The jars could feed consumer hunger for wanderlust during the pandemic and help Nutella tap into the travel industry.
“Ti Amo Italia” is Nutella’s new, limited-edition travel jar campaign that includes 30 different images of locations around Italy. While many jars show well known destinations, like Florence or Milan, others pay homage to locally loved spots, such as the Apennine Mountains, which could turn the jars into collectible items for loyal consumers. The campaign could help consumers learn more about the iconic food brand and where it comes from, and learn about Italy as a whole. Nutella partnered with the Italian National Agency for Tourism for the initiative in hopes that it could spur travel interest and an increase in tourist visits post-pandemic. The collaboration could also help the struggling tourism industry, which has suffered economic loss across the world during the pandemic. While Italy is one of the countries hardest hit by the crisis, Nutella’s geographic jars could begin building back revenue and travel interest for the nation, according to a Gartner report.
To give Nutella consumers the full Italian travel experience, each jar will include a QR code that can be scanned to activate a virtual tour. The immersive, digital experience includes trivia quizzes, brief history lessons, culture fun facts, and video recipes. Users can peruse through the options and save or screenshot any they find interesting, which could potentially be shared on social media to maximize the campaign’s exposure. The virtual adventure could further illustrate Nutella’s connection to Italy and help consumers do more than just indulge in the sweet spread. By making the feature smartphone-friendly, Nutella could connect with a wider audience, particularly younger users who spend more time on mobile devices and are also more likely to share branded marketing. As the travel industry slowly recovers from the Coronavirus crisis, Nutella’s travel collaboration could also drive interest with younger consumers, as 64% of them are already planning trips for the post-pandemic era.
With its wanderlust-themed jars, Nutella merges sweets with sights and gives consumers a chance to enjoy the beauty and taste of Italy at home. While the jars could drive interest in travel around the country, Nutella’s campaign also gives it a chance to boost recognizability and relevance with homebound consumers around the world.