Each person has a place they particularly love, which makes them proud, which fills them with wonder. I love you Italy, this year will directly involve consumers in the choice of locations for the new limited edition. In fact, this year consumers will have the opportunity to inspire the new limited edition by nominating the places in Italy they would like to see depicted on the jars and voting for the final selection. Nutella will collaborate with Enit (National Tourism Agency) and with the Ministry of Tourism, to create the 2021 edition, which will therefore be a photograph of Italy even closer to consumers, the result of their suggestions.
Starting from the end of April, through a call to action on Nutella social networks open to all, users will be able to share on their social pages (Instagram and Facebook) a photo depicting the place they would like to see on the jar. Just enter the name of the location, the hashtag #tiamoitalia and #nomedellaregione, tagging Nutella® Italia. The candidate places will serve as inspiration and will then be the subject of a 4-handed selection in collaboration with Enit, which has been working for years to create ever more awareness of the extraordinary places around us, and with the Ministry of Tourism.
The final choice, representative of each region of Italy, will be subject to a vote by users: the most voted photos via social media will be featured next October on the jars of the first Limited Edition inspired by consumers. The 2020 limited edition of Ti amo Italia in collaboration with Enit, in addition to promoting the Italian territory, had the record of content published on the web (one every 7 minutes), involving users, consumers, public bodies and regions, generating a strongly positive sentiment linked to the sense of belonging, like never before. For this reason, once again this year Nutella will celebrate the wonder of our country with a new edition of “Ti Amo Italia”.