The group now also wants to transfer this successful campaign to other European countries. Only two months after the campaign launch – during which another
2.6 million jars, all of them featuring different decorations, had been produced in France – the colourful patterns have now also been available on German supermarket shelves since January 2018. Here, the agency ‘Zum goldenen Hirschen Hamburg Dammtor’ handles the accompanying
media campaign. Each campaign jar contains a raffle code. A winning code gets you a limited-edition Nutella luminaire lid with integrated small LEDs. This up-cycling concept was already used by the group for the French campaign.