Mulberry launched an online marketing campaign that leveraged both social media promotions and digital media marketing. The offer was to supply venues 100 compostable coffee cups to use for World NUTELLA® Day. Facebook and Instagram were used to source traffic by using a number of targeted lead generation campaigns. Early bird offers were made to existing members, to reward engagement and loyalty.
Electronic direct mails and social posts were distributed before World NUTELLA® Day to encourage customers to create menu specials for the day. Cafes were also incentivised to take photos on the day to not only reach other foodservice professionals, but to gain valuable and engaging content.