A Year of Smiles: The photos have been used to create an online piece of art that highlights Nutella's mission to “Spread Smiles”.
Ferrero Travel Market is celebrating 60 years of Nutella with a travel retail “Nutella Wall” campaign that puts travellers at the heart of the celebrations.
The campaign uses photos submitted by travellers who took part in the #GiveANutellaSmile campaign earlier this year, and according to the brand owners, the Nutella wall is “a personal reflection of the brand's mission to spread smiles to consumers around the world.”
Earlier this year, Nutella launched the #GiveANutellaSmile campaign in conjunction with exclusive travel retail bars in major airports including Luxembourg, Milan Malpensa and Dubai International Airport.
Travellers who visited participating airports and purchased Nutella products were given a QR code that took them to a dedicated Nutella 60th anniversary platform, where they could take their photo in front of each airport's dedicated backdrop and stand a chance to win a special edition Nutella sweater.
The campaign attracted thousands of travellers across airports, with hundreds of them taking photos to celebrate Nutella's birthday, with Luxembourg Airport leading the way, with 200 travellers uploading their photos to the platform.
The photos have now been used to create a special online artwork, and visitors can filter photos by location or browse the complete collection of photos taken during the #GiveANutellaSmile campaign.
#giveanutellasmile has attracted 7,088 posts on Instagram so far.
Ferrero is celebrating 60 years of Nutella in innovative style around the world. This screenshot from the brand's US website shows a campaign where consumers can customise their Nutella and get the chance to win a branded Zip Up.
Sergio Salvagno, general manager of Ferrero Travel Market, said: “For 60 years, Nutella has been bringing smiles to faces, and what better way to celebrate this milestone with our traveling consumers than by showcasing the smiles they've shared during this year's celebrations.”
The 60th anniversary campaign saw the launch of a series of limited-edition Nutella jars earlier this year and kicked off World Nutella Day (5th February) with digital activations and events around the world.
“This special campaign has been brought to life in close collaboration with our key airport partners. Looking to the future, special local campaigns like this one will remain at the heart of our travel retail plans, harnessing the power and excitement of our iconic brands to create delightful moments for shoppers.”
