Although the Nutella brand, which falls under the Ferrero Chocolate Group, has a long retail presence in Hong Kong, it has seldom done any advertising and this marks the first time the brand has appointed an agency to over see its PR.
Dorothy Yung, director of client services of Grey Healthcare Hong Kong, explained, “Hong Kong consumers have a misconception about the Nutella brand. Many thought it’s a chocolate spread instead of a hazelnut spread and unhealthy.”
She added that there is room for educating consumers about the health benefits of the product, as hazelnuts are rich in protein, vitamin and minerals. The PR objective is to readdress the product benefits of the brand.
Grey Hong Kong and Shanghai CEO Danny Mok added, "“Further to Grey Healthcare Hong Kong’s business wins in pharmaceutical accounts, I am pleased to know the business win extends to FMCG accounts which leverages on the team’s healthcare expertise.”
Currently Mindshare is the media agency for the brand.