Contribution: Copywriting, Strategy, Social Content Development, Art Direction.

The Nutella Road Trip was an activation to introduce Australians to new ways of enjoying Nutella in the morning, the first time the brand had ever attempted something like this.

It involved a partnership with the Nighthawk Diner to create a custom food van that dispensed samples of Nutella goodies. A course was plotted that featured multiple sites in Sydney and Melbourne, as well as a string of small towns in NSW and VIC. News of the road trip was spread entirely through social, using a targeted media campaign to ensure the message was reaching its intended audience.

A suite of social content was created to support the trip, including the use of Facebook live video at several stops. The road trip featured a photo competition conducted through Instagram using the hashtag #NutellaRoadTrip.

The Nutella Road Trip made the news in over 220 publications both in Australia and overseas. It reached over 9,000 Nutella fans in real life, and caused jealousy for tens of thousands more online. At the time it was the best social campaign Nutella had ever conducted