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Nocciolata

Building recognition and developing brand loyalty for a premium Italian spread

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Challenge

Nocciolata, an Italian organic chocolate-hazelnut spread, was looking to establish its U.S. presence, drive trial and stand out in a busy category dominated by a single competitor.

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Action

Colangelo & Partners launched social media and media relations campaigns to introduce Nocciolata to US consumers. Facebook, Twitter and Pinterest audiences were engaged with captivating content, digital promotions and sweepstakes. The Nocciolata story was communicated to consumer press with a focus on culinary and family oriented publications. The program also included press desksides with a pastry chef and product sponsorship recommendations around the country.

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Results

The growth and engagement levels of Nocciolata’s U.S. social media platforms grew to an all-time high. Facebook reached a milestone 25,000 fans driven by strong content, targeted social advertising campaigns and unique social sweepstakes. Colangelo and Partners also pitched press consistently and proactively to communicate the brand’s messaging across print, broadcast, and online resulting in over 138 million impressions. Press deskside breakfasts were executed with various prestigious publications, including: Edible Manhattan, AM NY, Eater, Saveur Magazine, Refinery 29, The Daily Meal, Cosmopolitan Latinas, Lucky Magazine, The Good Life, RedBook Magazine, Every day with Rachel Ray, Parents Magazine and Bon Appetit.

This self-described “organic hazelnut spread with cocoa and milk” won our hearts because it boasts a perfect blend of chocolatey and nutty flavors.
- Time.com, The Definitive Ranking of Nutella Alternatives