Nutella is taking over Westfield London this weekend with the help of shopper marketing agency B Street London, hosting an experiential campaign to coincide with its 'Win a Day Everyone Will Love' on-pack promotion.
Visitors to the shopping centre will have the chance to win their ultimate day out, simply by drawing it onto a two-metre high virtual slice of Nutella-covered toast.
Located on the ground floor the activity, which forms part of the integrated on-pack campaign to promote the spread, includes the bespoke touch-screen display, brand ambassadors and sampling units, with 17,000 15g product samples to be handed out to shoppers.
With competition entires uploaded directly onto the Nutella site, the activity hopes to drive consumers online to Nutella's website and Facebook page - both created by B Street London.
Kevin Exley, B Street creative partner, commented: "The novel mechanic is attracting thousands of on-pack entries…we’re looking forward to launching this key part of our campaign to bring it to life with shoppers."
In addition to on-pack and experiential activity Nutella is also running social media and email campaigns with ten bespoke days out to be won, each worth £3,000.