nutella

Pinterest delivers a standout launch for nutella Plant-based

Nutella and dentsu set out to introduce nutella's new Plant-based alternative to German shoppers and build brand recognition with eye-catching video ads on Pinterest.

Goal

Nutella knows how to evolve a classic. When the beloved spread brand decided to create a plant-based alternative, they were introducing something completely new to their lineup tapping into a whole new audience of vegan consumers. This meant creating awareness for a product that would give fans and newcomers a fresh way to enjoy the distinctive nutella taste.

Nutella and dentsu wanted to establish nutella Plant-based among German shoppers and drive meaningful brand recognition. They knew they needed an eye-catching approach to make it happen.

Pinterest became one of their platforms of choice because it's where people actively plan meals and discover new products.² It offered the perfect environment to turn interest into actual purchases.

Strategy

The creative put the new product front and center with lighting that highlighted the distinctive new green lid, paired with messaging that built excitement around the launch ("nutella jetzt auch mal ganz anders" - "nutella now also completely different"). This bold approach worked perfectly with Max Width video, which gave nutella more space to showcase the product.

Over six weeks, they ran both Standard and Max Width video ads reaching people when they were already thinking about meals and looking for new products to try. By leveraging Pinterest Performance+ for targeting, budget and bidding, they ensured their ads were delivered efficiently to the most relevant audiences, maximising impact and engagement.

The study results in terms of Ad Recall and Aided Brand Awareness have exceeded our expectations, and we are overall satisfied with the contribution of the Pinterest channel in the media mix for nutella Plant-based."

Christine von Gosen

Senior Media Manager, Ferrero

“

The media campaign for the launch of nutella Plant-based was a great success: Through precise targeting of the right audience, we were able to significantly boost ad recall and brand awareness, leaving a lasting impression.”

Isabell Brons, Senior Consultant PPC, dentsu

Results

The campaign delivered the brand recognition nutella was looking for. People remembered the ads (+9.5 percentage points for Ad Recall) and recognised the brand (+5.3 percentage points for Aided Brand Awareness)—performance that placed the campaign in the top 20% of Pinterest Brand Lift studies for CPG in Germany.¹

The results proved especially strong among key demographics, with a +11.3 percentage point lift in ad recall among the 35-49 age group, effectively capturing attention from a crucial audience for the new product. The videos worked best when people watched them all the way through. When viewers saw the full video, ad recall jumped by +14.9 percentage points, showing how Max Width video gave nutella the space to tell their complete story.¹

+9.5 pp

Increase in Ad Recall for the nutella Plant-based launch campaign¹

+5.3 pp

Increase in Aided Brand Awareness¹