Challenge: Nutella is famously decadent, made with rich cocoa and roasted hazelnuts that sweeten up whatever it's added to. For some, however, Nutella may be too decadent. How do we reach the consumer that ignores their inner craving for Nutella in favor of a flavorless breakfast?
Insight: For most busy young adults, breakfast is the forgotten meal. It's comprised of whatever dull and easy solution they can throw together the fastest. It's also the meal that's most likely to be eaten alone, so whatever you choose to consume says a lot about who you are.
Solution: A Nutella-less breakfast is a boring breakfast, and boring breakfasts (and their consumers) should be playfully reminded of this. Our campaign, "Get Roasted," roasts flavorless breakfast-eaters and their sad meals. After all, something must be seriously wrong if you're forgetting the Nutella.
