The Nutella 'Rise and Shine' campaign has been launched in Australia, inviting families to "rise and shine" by using the sweet chocolate and hazelnut spread in their early morning rituals.
Created by agency BMF and directed by one of the world's top ad directors Tong Beng, the Nutella 'Rise and Shine' commercial appeals to viewers' emotions, with the aim to capture the warmth of a morning meal shared with your loved ones. The commercial is filled to the brim with sunshine and brightness, with the song 'Morning Time’ by Martin Stephenson and the Daintees playing the background.
This cheerful campaign is the first Australian commercial by Nutella parent Ferrero in eight years. Says Ferrero's marketing director Yannick Durand, "The BMF team and director Tong Beng have done a beautiful job, of bringing this to life, with authenticity, nuance, and sensitivity. It has been a wonderful journey, ending with one of the strongest testing ads we have ever seen."
Morning Ritual Food Campaigns
Nutella 'Rise and Shine' Ad Focuses on Australian Family Breakfasts
Trend Themes
1. Family Breakfast Rituals - Disruptive innovation opportunity: Develop new breakfast products or services that cater to families looking to create meaningful morning rituals.
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Industry Implications
1. Food and Beverage - Disruptive innovation opportunity: Introduce new breakfast food and beverage options that align with family breakfast rituals and preferences.
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3. Consumer Packaged Goods - Disruptive innovation opportunity: Explore long gap campaigns to refresh consumer interest and engagement in fast-moving consumer goods segments.