Let’s face it, we all eat too many sweets around the holidays. So Nutella is leaning in with Italian grandma Nonna Pia, who has 3 million followers on TikTok. Nonna Pia became famous for showing the world her old-school Italian recipes, including homemade bread and tomato sauce, all filmed by her grandson.
Starting Nov. 15, Nonna Pia will become the “Nutella Nonna” and featured in seven Reels that will run on both Nonna Pia and Nutella’s Instagram profiles as part of a campaign by the Ferrero-owned spread’s U.S. agency of record, Terri &Sandy. The videos were directed by Samuel Sulam.
The campaign will also include a chance to win weekly prizes like branded Nutella aprons or ugly sweaters, or gift cards. Fans have to share their own recipes that include Nutella on Instagram with the hashtag #NutellaNonnaContest and tagging @nutella to be eligible. One entrant will win a family trip for four to Italy. For each entry, Nutella will also donate $1 to Generations United, a national nonprofit working to improve the lives of children, youth and older adults through intergenerational programs, policies and strategies.
“When T&S came to us with this idea, we saw the power of creating the Nutella Nonna and leveraging a truly authentic influencer like Nonna Pia,” Noah Szporn, senior VP of spreads at Ferrero, Nutella’s parent company, said in a statement. “She reflects the positivity, charm, and warmth of our brand and inspires families to bake together, especially with Nutella this holiday season.”
Despite Nonna Pia's huge profile on TikTok, the campaign will not run on that platform. A spokesperson for Ferrero said: "TikTok is not a part of the Ferrero Marketing mix right now. But the Nutella brand has a robust following of over 1 million on Instagram which is where this campaign will live. Nonna Pia’s fanbase stretches well across the social sphere. We have chosen Nonna Pia as a partner with these things in mind, and we are confident in knowing that her fanbase, and the social strength of our own brand fanbase on Instagram, will draw consumers in through Nonna Pia’s charm on this Instagram series."