Nutella's Latest Series Of Limited-Edition Jars Highlights Italian Landmarks
by Rudy Sanchez on 11/05/2020 | 2 Minute Read
There is no shortage of culinary contributions from the world from Italy, with staples that even the most divided of Americans can agree on, like pizza, pasta, and even the glorious thing that is chocolate-hazelnut Nutella spread. The country is also one of the most visited in the world, with tourists in search of warm hospitality and flocking to historical landmarks like the Forum and the ruins of Pompeii.
The new campaign, Ti Amo Italia, or “I Love You Italy,” is a collaboration between the country's board of tourism (ENIT) and the Ferrero, aka, the owners of Nutella. Together they chose the over 30 locations portrayed on the jars of Nutella, with landmarks like Lake Como and the Via Appia Antiqua, or the ancient Appian road. Since traveling to these beautiful places is difficult to near impossible at the moment, the labels will also include a QR code that sends consumers on a virtual and immersive tour from the comfort of home.
ENIT projects a loss of nearly $29 billion from tourism in 2020 due to the coronavirus pandemic, with internal travel-related losses expected to be higher at $51 billion. Part of the motivation of the campaign is to lift Italians’ spirits with visual reminders of some of Italy’s significant locales.
“Nutella shows its love for Italy on every jar and reminds us you don't need to look far to see the great things in life, sometimes you just need to look around. In this difficult moment for a strategic tourism sector of our economy, Nutella and ENIT to showcase to Italians their greatest national wealth: the beauty of Italy itself, the true and real one, made of nature and art, cities and villages, seas and mountains, the envy of the world,” said Alessandro d'Este, CEO of Ferrero Commerciale Italia, in a press release.
The GRO Agency