Contributions: Concepting, Copywriting, Social Content Development.

The Nutella Breakfast Builder was designed to inspire lapsed and light consumers to be more adventurous with Nutella for breakfast.

The builder was housed on a mobile-accessible Facebook tab. Users hit a button and were presented with a breakfast recipe featuring Nutella and random selections from a number of fruits, toppings and bases, i.e. pancakes, waffles, toast and more. Stylised images of the breakfast were automatically generated and could be shared through social media.

Social media was used drive users to the tab, and to canvass the audience for additional ingredients to add to the builder.