Hazelnut/chocolate spread Nutella now has an official Nonna—the Italian term for grandma.
She’s an 85-year-old social media influencer who goes by the name of Nonna Pia.
In a holiday-themed campaign from the Terri & Sandy agency, she becomes “Nutella Nonna,” with the goal of expanding the baking uses of Nutella when families get together on holidays.
“This whole activation is all about, how do we inspire people to start baking with Nutella during the holiday season?” Terri & Sandy creative director Chris Cannon tells Marketing Daily.
In a seven-part series exclusively on Instagram—where Pia has nearly 300,000 followers—she shows how to create Italian holiday desserts from the kitchen of her New Jersey home.
A compilation of the series can be seen here.
“Grandmas are kind of having a bit of a moment on social media,” says Cannon. “There’s a lot of them out there with influencer status.”
When the brand discovered Pia, “We fell in love with her. She’s super-authentic, warm and knowledgeable.”
The campaign encourages people to share holiday recipes on Instagram using #NutellaNonnaContest and tagging @nutella.
Prizes given out weekly include Nutella-branded swag like aprons and “ugly holiday sweaters” or gift certificates for brunch with one’s own Nonna.
One grand prize is a family trip for four to Italy.
For every entry, Nutella will donate $1 to Generations United, the national nonprofit organization that works to improve the lives of children, youth and older adults through intergenerational programs, policies and strategies.