• by Fern Siegel , February 23, 2024

Hazelnut cocoa spread Nutella wants to “spread the love.” And that mission is best realized in the new broadcast and social campaign from Terri & Sandy, the brand’s AOR.

The work, which centers on a 15-second spot, posits a family in which the kids leave their nurse-mom, just home after working a night shift, a special Nutella breakfast. The target audience is Gen X and millennial parents.

The product was created 60 years ago in Italy and is owned by food company Ferrero. The campaign is the brand’s first exclusively North American effort in seven years. 

The new spot will run across broadcast, CTV and YouTube. The social videos stream across Meta, with additional video and still assets running on Pinterest. They feature the kids’ stuffed animals, who also want Nutella for breakfast.

All work appears in English and Spanish versions. A selection of the videos can be seen here and here.

“Nutella is such a beloved and heartwarming brand, we thought it only natural to come up with a campaign that gave people that same warm, loving feeling. To get noticed on social, we really wanted to crank the cuteness up to 11. Hopefully, people love it, share it, and spread the love,” Chris Cannon, creative director, Terri & Sandy, told Agency Daily.

Terri & Sandy became the North American creative AOR for Nutella in 2019. WPP’s Mindshare handles media duties.

The Walt Disney Company, Freshpet, John B. Sanfilippo & Son and Princess Cruises are among the agency’s clients.

Ferrero’s portfolio includes Butterfinger, Keebler and Famous Amos.