FERRERO GROUP - NUTELLA & GO!
SANTA CLAUS PARADE
A guerilla-style sampling activation that introduced Nutella & GO! to Toronto consumers during the 2019 Santa Claus Parade, with brand ambassadors handing out festive snack packs featuring Nutella with either pretzel sticks or breadsticks to parade attendees.
In 2019, Nutella brought its Nutella & GO! snack to life at the Toronto Santa Claus Parade, delighting thousands of attendees with a large-scale sampling activation. As part of the festive celebration, the brand sponsored the "Holiday Traditions" float while a team of over 160+ brand ambassadors distributed 120K+ samples along the parade route, offering consumers a fun and convenient way to enjoy Nutella on the go.The activation was supported by refrigerated trucks strategically placed along the route, ensuring seamless product distribution.
Responsibilities included securing location approvals, managing logistics, coordinating brand ambassador uniforms and schedules,
and overseeing on-site execution. Additional tasks involved inventory management, event documentation, gathering consumer feedback,
and compiling a post-event report with key insights and results for
the client.
Deliverables
Stakeholder ManagementProject ManagementSampling Program DevelopmentBrand Ambassador Sourcing and TrainingLogistics Coordination
Post-Event Report Creation and PresentationEvent Partnerships and ApprovalsCreative Briefing (Uniforms, Training Materials)On-Site Execution and ManagementProduct Sampling and Consumer EngagementTracking and Reporting (Inventory, Engagement, Feedback)