Maddox helped Mums wake up to the taste of Nutella at breakfast time.


Nutella samples delivered in 280 live days across a 4 year campaign


The % sales uplift on 400g SKU compared to previous week.


Consumers reached during the 4 years of activity

Campaign: Wake Up To Nutella

Location: Nationwide

"Maddox is a rarity of an agency that perform very highly on creative, implementation and post campaign analysis. Every single element they deliver is of the highest standard."

Brand Manager, Nutella

The Task. Our brief from the client...

Over four consecutive years, Nutella challenged Maddox to educate mums as to why Nutella is a great breakfast option, increasing brand awareness and encouraging trial.


Our Idea. The campaign we delivered...

Maddox created a kitchen stand where target consumers (mums) were offered a sample of Nutella on toast.

The out-of-store activity ran at Tesco, ASDA and Morrisons stores nationwide and at Legoland Windsor.

The activity was supported with money-off coupons, gift-with-purchase promotions and the Maddox team were able to negotiate additional in-store presence, POS and merchandising on the day to help drive sales.