Have you seen these Malaysia-themed Nutella jars?

Nutella is putting a Malaysian twist on how breakfasts can be enjoyed around the world. 

The campaign, titled "Malaysian flavours with a touch of Nutella" sees limited edition Nutella jars featuring Malaysian cities George Town in Penang, Kuching in Sarawak, as well as the state of Malacca.  Attached to each jar is a Malaysia inspired Nutella recipe that can be accessed by scanning a QR code. 

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For Malacca, Nutella lovers will be treated with a recipe to making Straits Pancake Satay with the cocoa and hazelnut spread, while George Town will feature Heritage Goreng Pisang. Scanning the QR code on the Kuching jar will reveal the recipe to Payung Apple Pancakes.

"To catch all the good in life we don't need to look far, sometimes we just need to stare at what we have right in front of our eyes. We often take for granted the beautiful things we have around us, but it is these very things that make life beautiful," said Diane Gan, cluster brand head, Ferrero, in an interview with MARKETING-INTERACTIVE.

"Nutella jar becomes a lens to inspire our consumers to appreciate and celebrate the beauties around us," added Gan. 

While the initiative is localised for Malaysia, "Malaysian flavours with a touch of Nutella" is part of a wider global campaign featuring other countries such as the Philippines and Australia. 

In the Philippines, Nutella fans are treated to recipes for Pan De Coco (Filipino coconut bread), Bibingka (Filipino baked rice cake) and donuts inspired by pearls in the South Sea.  Meanwhile in Australia, Nutella jars have been redesigned to feature Sydney's Bondi Beach, Queensland and the Australian outback. Recipes attached to the Australian campaign included protein balls, breakfast puddings, muffins, salted coconut french toast, lamingtons and more. 

According to Gan, the campaign aims to "drive purchase, brand closeness and local relevance by celebrating the beauty of each country through a series of amazing local sceneries." 

She added that the campaign invites consumers to start the day positively with a local inspired Nutella recipe. 

In addition to limited edition packaging featuring Malaysian states and sceneries, "Malaysian flavours with a touch of Nutella" received a dedicated web placement, instore visibility and KOL engagements to further promote the campaign. 

Inside each kit to KOLs, a jar of Nutella is gifted alongside featured recipes and bread.  The campaign was later amplified with online ads and social media content on Facebook and Instagram. 

"Malaysian flavours with a touch of Nutella" comes after the brand's global campaign "#GiveANutellaSmile" earlier this February in celebration of World Nutella Day.  The campaign aimed at spreading positivity, feeding togetherness and bringing enjoyment to tables around the world with limited-edition Nutella jars.

As part of the campaign, Nutella launched a series of new limited-edition Nutella jars. Each jar features characters such as 'The Superhero', 'The Rockstar', 'The Romantic' and 'The Chef' amongst many others.  In tandem, Nutella launched a digital activation for consumers via a special jar configurator on the Nutella website. 

On the Nutella website, users can pick one of the special characters listed and create personalised stickers, as well as a message, for the jar. The creation can later be downloaded and sent to a special someone.

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