The problem:
Nutella has been present in Indonesia for some time now.
There’s some awareness of Nutella, but there is a lack of connection with our brand positioning.
The objective:
To make Nutella the breakfast spread of choice in Indonesia
Our communication?
While being a mom is challenging, at least breakfast can be made easy with Nutella.
Introducing Nutella Mummypedia, a web-series that touch upon topics that moms are all too familiar with. The 5 minute morning negotiations, the sudden whim of not eating or even the dangerously loud tantrums. Showing humorous moments of this Influencer’s morning, we highlight the various ways mornings go wrong.
As a follow-up to watching the web-series, we asked Indonesia for their Mummypedia tips and created a contest to meet their favourite Indonesian influencer.
Wireframes for Mummypedia landing page
Mummy users can also dedicate their mummy hack by printing their name on a Nutella jar.
One written, these hacks get stored in a gallery and get upvoted to announce the winner.
