Ferrero aims to ’inject fun’ into the spreads category with a £1.8m campaign, designed to communicate the versatility of Nutella at breakfast time.

The #betterwithnutella activity is expected to reach 95% of mums through heavyweight marketing support using TV, video on demand, radio and digital.

The campaign encourages consumers to share their favourite way of enjoying Nutella at breakfast time. Consumers can enter their usage suggestions via and will be able to share their entry on various social media platforms.

Entrants will be rewarded with daily prizes throughout this month, including bespoke jars of Nutella and, at the end of the month, 100 branded aprons will be given away.

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