In France, every second, 2.7kg of the chocolate spread, Nutella, is eaten. The French consumer does not question the choice of Nutella. 1 year ago, OVOmaltine launched OVOmaltine CRUNCHY, a crunchy spread cream. How to encourage French consumers to try it?For that, we used a very French insight, leveraging what is, to French people, even more exciting than love: having a love affair.The idea: portraying Nutella as the boring regular partner and OVOmaltine CRUNCHY as the exciting lover.We developed a daring press kit. On the top of the box, a question: “Does tasting it mean being unfaithful?”. Inside the box, side by side, a Nutella jar, turning its back, and an OVOmaltine CRUNCHY jar with this simple sentence: "Just try it, whilst its back is turned", with a spoon next to it, representing the hotel room key.

The box was sent to bloggers and journalists who were particularly influential for our target of young adults.Thanks to the campaign, the engagement rating on the Facebook page reached 56,5% and the number of fans was multiplied by 10. Almost 200,000 contacts on Twitter. More than 28m people were exposed to the campaign. Sales increased by 33% on 1 month.

A particularly daring press kit.

On the top of the box, a question playing on an infamous question once asked by a French journalist to the then prime minister, “Does tasting it mean being unfaithful?” The Prime minister’s answer was, "No."Inside the box, side by side, a Nutella jar, turning its back, and an OVOmaltine CRUNCHY jar with this simple sentence: "Just try it, whilst its back is turned", with a spoon next to it, representing a hotel room key.

The box was sent to a selection of influential bloggers in communication, media and cooking. In terms of media, we focused on political journalists who would see the link between the question asked to the prime minister and the journalists whose shows on TV and radio target young adults.

• An engagement rating of 56.5% with the number of facebook fans multiplied by 10 to reach 7,000 fans • Almost 200,000 people exposed to the campaign on Twitter• More than 28m people were exposed to the campaign • More than 100 clippings (print, radio, blogs) and more than 2 minutes of exposure on the top music radio station in France (415,000 listeners for the show/day) and a famous pop rock radio station• Sales have reached their highest rate with a 33% increase in 1 monthThe success of the operation as to be considered with regard to the investment: 50 000 €