Nutella celebrates morning rituals with first campaign by BMF
A new campaign for Nutella aims to tap in to daily breakfast time rituals with a new TV ad by BMF.
The work, directed by Sng Tong Beng, shows people in sunlit scenes surfing, picnicking, making coffee and other morning activities while sharing Nutella.
It is the first work for the brand by BMF since winning the Ferrero portfolio in April 2011, and the first time in eight years the brand has used an Australian TV ad in market in eight years.
The 30-second TVC first aired last night. The 60-second version will screen in cinemas. The campaign will be supported by social media, online and point of sale activations.
Ferrero marketing director, Yannick Durand, said, “We are very excited by the new Nutella communication. It clearly moves us into the emotional dimension of the brand. The BMF team and director Tong Beng have done a beautiful job, of bringing this to life, with authenticity, nuance, and sensitivity. It has been a wonderful journey, ending with one of the strongest testing ads we have ever seen.”
Credits
Agency: BMF
Director: Sng Tong Beng
Production Company: Window
Post Production: Method Studios
Editor: Seth Lockwood
Producer: Mike Salter
Music & Sound Production: Sound Reservoir
DoP: Danny Ruhlmann
The music really fits. It’s amazing how music is considered last sometimes. It’s one of the rarest things that can communicate a certain mood. One doesn’t even need visuals. Just the bare simplicity of music can resonate deeper within people.
Love it. Hungry for Nutella now 🙂
Do adults/ would adults each Nutella for any meal?
wow…smiley kids and gen y’ers eating your product… no idea here
A clear insight coupled with a well produced and evocative TVC. Should do wonders for them.
However, those who whinge and moan about obesity, childhood or otherwise, may find some interesting nutritional information on the jar. http://www.nutella.com.au/products/ingredients/
Should Nutella advertising times be restricted like “junk food”? Should they maybe be banned or taxed for their high fat and sugar content? Will no-one think of the children?
Or do Nutella take a sensible approach to nutrition and health? Yes, they do – http://www.nutella.com.au/faq/
“Let’s make a generic ad about breakfast and rip the emotional territory of Vegemite (Kellogg’s Corn Flakes, Sanitarium Weetbix, Pura milk, Berri Juice)… and just feature jars of Nutella prominently. Feature all lifestages; in home, out of home venues. Find some peppy music. That’ll be enough to counter lingering scepticism regarding our nutritional content!”
it’s you who have no idea Jed. Nutella is a junk food so the strategy is to make you think it’s a healthy breakfast food like one of the better cereals
and Cynicle – there’s no ‘lingering’ scepticism regarding nutritional content – the label on the jars tells it like it is and everybody knows Nutella is sugary and fatty
So what?
nice add for an occassional treat product – get over yourselves
Interesting, most of the comments here are from men (if not all) and the probability of you being parents is slim and yet you ad-gurus fail to realise that the target audience of mums with kids will lap this up. Spot on ’emotional’ territory and better than them telling you there’s milk and hazelnuts in their product and postioning it as ‘nutritious’. Well done Ferrero. Will I buy it? Maybe on holidays.
I eat nutella because I like it. I am under no illusions about the health aspects. Likewise with McDonalds, I eat it because I like it. Do gooders trying to tell me what to eat, who to prey to and jobs to work at are really getting on my nerves.
A parents job is to parent and advertisers job is to advertise. If parents have any concerns , turn the TV off or explain to your children how advertising works.
I have children and I just do not buy this stuff for them. It is as easy as NO. My job is to bring up my children and that means for the most part I am not their friends and they don’t have free run over what I do nor what I buy.
Here is a thought, if your kids are nagging you to buy this stuff, offer to take them to the park and run around…… If they are not in front of the TV…….oh wait that means you may have to spend some time with them which requires high-level involvement and not just passively sitting in front of the box.
I’ve never seen anyone cheers with bread before in my life. Am I missing out?
Don’t mind the ad but it’s the music that makes it.
Oh and it’s pronounced ‘new-tell-uh’ which blew my mind! http://www.nutellausa.com/faqs.htm
Had anyone considered the 20+ woman who guiltily spoons out the chocolatey deliciousness in front of the telly, whilst studying for exams, after a late night out or worse… huddled in their car after a mad session at the gym. No? Just me then…
Awesome, it ‘tested well’. Link testing I’d guess. It’s really sad that people still believe in that shit.
really like the music and film treatment.
I’m with MotherHen..too many non parents ITT telling parents how to parent. there are many worse things in this world than Nutella on toast so let’s get some perspective.
that’s a great little spot – good work BMF
Yum trans fatty acids
i like it. little bit too much lens flare – but yeah, decent stab at positioning this as ‘feel good food’
Nutella Nutella V’mite V’mite Mars Bar
20g 100g 5g 100g 100g
Energy 435kj 2175kj 40kJ 798kj 1742.8kj
Protein 1.5g 7.3g 1.3g 25.4g 5.2g
Fat, total 6.1g 30.3g < 1% < 1% 17.2
– saturated 2.0g 10.0g < 1% < 1% 10.1
Carbohydrate 10.9g 54.7g < 1% 19.9g 62.6
– sugars 10.9g 54.4g < 1g 2.2g 55.3
Sodium 6.6mg 33mg 173mg 3450mg 190mg
Always wanted an excuse for Mars bars for breakfast. Mars bars on toast anyone?
Agree about the music … so what is it?
No one seems to have commented on the WORDS of the song, or the origin of the song. It is the song ‘Morning Time’ from the 1990 album “Salutation Road” performed byby Martin Stephenson and the Daintees.
Very catchy.
But the words are NOT family-friendly and breakfasty. Instead they are about LEAVING a family.
“I’m sittin’ on the coach,
An’ I’m feelin’ fine —
Leavin’ my folks ‘n cares behind …”
Very catchy, but, “Bye, bye, family and troubles and breakfast …”