The company’s senior VP of spreads said the ‘phones lit up’ after Nutella appeared in the Orion capsule.
Nutella is giving “to the moon” a whole new meaning. Just before NASA’s Artemis II mission set the record for the farthest distance humans have ever travelled from Earth, its livestream showed a very recognizable jar of hazelnut spread floating around the Orion spacecraft.
“When the clip started circulating, our phones lit up,” Noah Szporn, senior vice president of spreads at Nutella parent company Ferrero North America, told AdAge via email. “Fans were emailing us, sliding into our DMs, and tagging us everywhere. It was impossible not to feel the joy of it.”
So Nutella jumped on the once-in-a-lifetime moment—which, according to Szporn, was not a paid product placement. The brand’s first move was to repost the livestream clip on X, TikTok, and Instagram superimposed with the words, “Nutella is out of this world.”
Then, it launched what seems to be a space-themed giveaway by posting a picture of a Nutella jar and asking customers to “Tell us the one thing you’d bring into the cosmos for a chance to have your name written in the stars (or on a custom Nutella jar).” The brand also changed its social media profile pictures to an image of a Nutella jar in front of the moon and added the phrase “Spreading smiles all the way to space” to its bios.
Feature image credit: Courtesy company; Getty Images
