February 8 2024  |  Confectionery & Fine Foods

Nutella marks 60th birthday with limited-edition release and travel retail campaign

By GTR Magazine Staff

In travel retail, the celebration will come to life in the form of a travel retail exclusive jar design: The Traveller; each product features special messages for shoppers, including “Celebrate with Nutella” and “I Love You"

Ferrero Travel Market is hosting a special celebration to mark 60 years of its iconic Nutella brand, with a travel retail exclusive release and high-profile activations at key airports around the world.

An ambassador of positivity and pleasure, Nutella's story is an inspiring one of invention and passion, rooted in entrepreneurship and innovation that has taken the brand from humble beginnings to being a global player.

The #GiveANutellaSmile campaign will feature the release of a series of limited-edition Nutella jars supported by a digital activation and physical retail events.

In travel retail, the celebration will come to life in the form of a travel retail exclusive jar design: The Traveller. Crafted specifically for the travel sector, this release presents the new 60th anniversary jar design in fully refreshed packaging. Each product features special messages for shoppers, including “Celebrate with Nutella” and “I Love You,” creating the perfect gift for friends and family.

To further enhance this anniversary among shoppers, high-profile brand activations will take place at key airports, including Luxembourg, Milan Malpensa and Dubai International Airport. The dedicated Nutella pop-up retail spaces will offer the new jars, alongside access to the special digital campaign.


Travelers who visit the Nutella airport stores and buy a limited-edition 350-g jar will be given access to a QR code which takes them to a dedicated Nutella 60th Anniversary platform

Travelers who visit the Nutella airport stores and buy a limited-edition 350-g jar will be given access to a QR code which takes them to a dedicated Nutella 60th Anniversary platform, where they can take a photo with a dedicated backdrop created for each airport. This will also provide the chance to win a special edition Nutella sweater that will be given away every day during the campaign.

The 60 years campaign kicks off in Luxembourg on February 5 (World Nutella Day). For one month, the airport check-in area will be taken over with branding screens, which will create touchpoints for shoppers on arrival at the airport. The engagement will continue with screens in the security area and an XXL illuminated wall panel to drive engagement and footfall in-store.

In Milan, the campaign will run throughout March, with 60 screens in the departures area directing shoppers to the pop-up. Brand ambassadors will be on-hand in Luxembourg and Milan five days a week. Meanwhile in Dubai, the campaign will start the first of March for a couple of weeks. Brand ambassadors will be available around the clock to help shoppers.

“For 60 years, Nutella has been making more smiles happen and we are delighted to celebrate this milestone anniversary with a standout and dedicated campaign with key airport partners in the travel retail sector,” says Sergio Salvagno, Ferrero Travel Markets General Manager.

“As we mark this milestone 60 year anniversary, we celebrate Nutella - a beloved global brand driven by an innovative spirit and decades of expertise. Through the unbeatable taste of Nutella, we have now created a range of new product experiences: Nutella B-ready, Nutella Biscuits, Nutella Muffin and Croissants. Looking ahead, we remain committed to building on this legacy, finding even more ways to offer fans positivity and choice. We have been spreading smiles across the globe for 60 years and through passion, creativity, and innovation, Nutella will keep the world smiling for years to come,” adds Giovanni Ferrero, Executive Chairman, Ferrero Group.

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