Nutella is celebrating its 50th anniversary this year with a thank you note for its clients and “fans around the world”.The celebration is highlighted by a campaign billed “Nutella — 50 Years Full of Stories”. “What is special about the campaign (is that) fans tell their own personal Nutella story, thus becoming a part of the international anniversary celebration,” it said in a statement. “Tell us your very own, personal Nutella story!” it said in its call to Nutella fans all around the globe, an appeal to share their personal Nutella adventure starting in February 2014. The campaign starts with an international TV commercial whose content is inspired by fans “authentic stories”. Fans in the Middle East can submit their Nutella story to the www.nutellastories.com website in the form of text postings, photos or videos in either English or Arabic. The most intriguing Nutella fan stories will be selected on a weekly basis. Massimo Stella, Marketing Manager of Nutella, summarises the idea of the campaign: “Nutella is a love brand, it has lots of fans. When it came to celebrating the 50th anniversary, it was self-evident to us to put the fans on centre stage in our anniversary activities so as to give something back to them.” Feel-good magician, everyday hero, faithful companion: Nutella is all of that and much more to its fans. Nutella has been writing history for five decades now. Often it's the emotional experiences that people associate with Nutella. In many parts of the world, Nutella is now a love brand, it is a key part of breakfast, and its fan base is growing constantly. Reason enough for the brand to go on an extensive search and collect unique, moving and inspiring anecdotes from all over the world. As a special treat for fans, Nutella will have special stands offering delicious Nutella foods to mall shoppers in the Red Sea Mall in Jeddah on May 22-24; Andalus Mall in Jeddah on May 29-31; and in The Gallery in Riyadh on June 5-7. The international anniversary campaign concludes on May 18 with a birthday event for the fans in selected countries throughout the world to celebrate the brand together with its friends. – SG
