The Sweet Taste of Innovation – Nutella Marks Diwali with a Hybrid, Virtual Chef-Led Brand Activation

Nutella’s creative agency Leo Burnett joined forces with live digital leader Imosion to bring to life a truly immersive, tech-driven Diwali celebration at Dubai’s City Center Shindagha

Thanks to Nutella, shoppers at Dubai’s City Center Shindagha were in for a sweet surprise this Diwali! The iconic brand, synonymous with positivity and enthusiasm, hosted an innovative activation featuring a virtual chef. To the delight of onlookers, the chef was in action on the ground, interacting with passersby and sharing classic Diwali recipes enhanced with Nutella.

While the initial assumption was that the Nutella chef’s appearance was pre-recorded, the public’s attention was hooked when they realized he was actually speaking to them in real time.

Pre-pandemic, Nutella would create in-store activations that stirred up a sense of fun by inviting customers to sample its timeless product. While many brands have stopped activations due to Covid-19-related safety concerns, this virtual activation by Nutella created engagement with consumers in an entirely new and safe manner.

“Nutella’s brand activation at Dubai’s City Center Shindagha proved a great success, with many shoppers flocking to the virtual screen in disbelief to interact with the chef and take a closer look at the sweet Diwali recipes being created before their eyes,” explained Twan Van Den Broek, Nutella’s Regional Marketing Manager. “At Nutella, our consumers are at the heart of everything we do. We are grateful to Leo burnett and Imosion for bringing to life this innovative idea and providing us with an engaging platform to interact with them this Diwali.”

Emma Hutchman, Managing Partner of Imosion, added: “We often think of technology as dividing people; now we are leveraging it to unite. Covid has been called “The Great Accelerator” and is transforming the way businesses work. Resilient as ever, brands and marketers have been creatively pivoting to cater to the “new normal” while keeping customers engaged”.

The hybrid activation wrapped up on Sunday the 15th of November at City Center Shindagha, Dubai. Due to the great success of the activation, Nutella has plans to roll out more virtual concepts on a regional level.

 1,453 total views,  2 views today