Objectives
Generating shared value
The Nestlé Group turned to The Ad Store for the rebranding and repositioning of the only competition involving all Nestlé Group brands in Italy. An initiative based on a full funnel approach - from awareness to loyalty, it was renewed in 2022 with the objective of creating awareness and enhancing Nestlé's Generation Regeneration: the Group's commitment to protect, renew and restore our planet's resources. How? Through a relevant creative concept and an engaging dynamic.
Creative strategy
A competition where everyone wins: people and the environment
How to make people feel directly involved in the Nestlé Group's values and contribute to the Generation Regeneration mission? By triggering a positive and rewarding circuit with the "Voucher that rewards you" where the concept of circularity at the heart of the Group's commitment becomes strategic for a storytelling that has a sustainable soul. Through the competition, in fact, people can win shopping vouchers, test their sustainable approach with an online quiz and actively contribute to the renewal of the Planet's resources by choosing to donate a tree to their territory, thanks to the partnership with Federparchi.
The added value
400 trees planted in real life!
The final ceremony of the Nestlé and Federparchi operation was held on 'National Tree Day'. For the occasion, a total of 400 trees were planted in 4 Italian parks, chosen by the consumers.
