Nutella B-Ready

A phenomenon for social media

New languages for Nutella B-Ready

Ferrero relaunches Nutella B-Ready with the tagline “Nutella ready at any time” and a TV spot with celebrity endorser Luca Argentero. The challenge for Bitmama was to define the product’s personality and tone of voice –closer and closer to a “destructured” breakfast and an on-the-go lifestyle – for digital spaces.

New languages for Nutella B-Ready

Ferrero relaunches Nutella B-Ready with the tagline “Nutella ready at any time” and a TV spot with celebrity endorser Luca Argentero. The challenge for Bitmama was to define the product’s personality and tone of voice –closer and closer to a “destructured” breakfast and an on-the-go lifestyle – for digital spaces.

We designed a content strategy to allow the product to fit into the Nutella brand’s social media channels, maintaining consistency with Nutella but, at the same time, creating a new communication path to connect with a younger, more dynamic target and build a new conversation with them around the product and its potential. First of all, we established two closely related objectives: to turn Luca Argentero into a social media personality and to speak the fans’ language.


Native contents: a love story in a battle of memes and GIFs

The approach to the contents was already clear in the teaser phase of the campaign. On the set of the spot we shot an amusing “off stage” video that would put Luca Argentero himself to the test: if B-Ready is the “Nutella ready at any time”, will Luca Argentero be equally ready? We found out by throwing him a B-Ready at the most unexpected moments, to see if he was really ready to catch it without warning.

But the heart of the campaign was Luca Argentero’s love story with the product, conveyed through dozens of memes and GIFs, published and advertised mainly on Facebook. Using the same visual and verbal codes of the online memes, we blended into the target’s natural content flow and started a conversation with them, creating a symbiosis between the character of the product and the character of the celebrity: up-to-date, social media-oriented, smart, ironic, self-confident but not taking themselves too seriously.

Native contents: the #motivationalmorning videos

A love story that did not stop at the memes: we put together Nutella’s “Good morning enthusiasm” with the #motivationalmonday trend spread on Instagram and the other social media channels to create some short, funny videos that we called #motivationalmorning, published and advertised on Nutella’s official channels: Facebook, Instagram, Twitter and YouTube.

The result? 10 motivational videos in Nutella B-Ready’s style, in which Luca Argentero, with his light-hearted approach, gives advice such as “How to perform a sun salutation” or “Celebrate the spring”.


The results

The contents reached 30 million people, with over 200,000 likes, 13,000 comments and 15,000 shares. Mission accomplished!

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