We've all seen those epic baking fails, where the complete disaster that's just come out of your oven looks nothing like the perfect creation depicted in the recipe.
They're the inspiration for innumerable posts "celebrating" horribly misshapen, badly burned, or just plain weird kitchen creations, and the focus of a new national holiday campaign for Ferrero Canada's Nutella brand.
They're the inspiration for innumerable posts "celebrating" horribly misshapen, badly burned, or just plain weird kitchen creations, and the focus of a new national holiday campaign for Ferrero Canada's Nutella brand.
Created by Publicis Montreal, the "Love, Laughter and Cookies" campaign celebrates the act of baking together, not the outcome.
"In this holiday season that can sometimes seem superficial, it's refreshing to remember the joy of gathering with the family. Because being together, that's the recipe for holiday magic," said Publicis creative director, Mélissa Chartrand.
The campaign is anchored by a 30-second spot showing a young boy and his grandmother making Nutella-filled cookies. Predictably, while the grandmother's cookies are perfectly shaped hearts with a just-so dollop of Nutella in the middle, the young boy's cookies are... not that.
"Baking is the perfect catalyst to bring generations together, and Nutella is the perfect partner for baking inspiration,” said Nutella marketing director Joanne Farber. "But baking isn’t always perfect. It’s the fun, the mistakes, and the imperfect outcome that is most memorable, and we wanted to embrace that."
The media buy from PHD Canada includes TV and online video (YouTube, RokuTV, Samsung), as well as social media (Meta and Pinterest). Sound for the campaign handled by Le Pub, with Golin Public Relations for PR.
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