Project Description

Nutella Popup Shop

Nutella Image 1
Nutella Image 2

The Challenge:
The Myer Giftorium is an iconic Christmas destination department where shoppers can have all of their shopping needs met with various gift ideas in small pop up areas, kids zone and personalization store-in-stores.

Myer saw the potential in offering the Nutella “make it yours” personalisation service in store as part of their ‘GIFTORIUM’ Christmas campaign. It was also a unique opportunity to partner with Ferrero (Nutella’s manufacturer). Myer’s aim was to bring traffic through our stores by exciting customers with theatre and customisation.

The Activation:
Booths were set up at stores where shoppers queued to purchase personalised jars of Nutella which could include any name or string of words in the classic Nutella typeface which replaced the Nutella logo. Shoppers were able to instantly purchase their own personalised jars, with special printers being deployed to all stores.
The graphic elements were Nutella brand centric, with the red Nutella brand mark supported by bold green background to create a contemporary Christmas aesthetic appeal. Nutella featured on all directory signage and was heavily out-posted throughout 65 stores.

The Results:
The personalised jars of Nutella were Myer’s top-selling item at Christmas. Nutella was the largest single selling gift item across Australia for Christmas 2015!

Skills:

  • Retail point of sale

  • Permanent

  • Visual Merchandising

  • Design

  • Display

  • Print

  • Personalisation

  • Digital Integration

  • Department Store

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Melbourne Head Office
23 Fiveways Blvd, Keysborough,
VIC 3173, Australia
T (613) 8769 0000

Melbourne Print Production
7 Miles St, Mulgrave,
VIC 3170, Australia
T (613) 8545 0201

Sydney Sales Office
L15, 65 Berry St, North Sydney,
NSW 2060, Australia
T (612) 8572 7500

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