Nutella invites Malaysians to wake up slowly and enjoy mornings by enjoying its exclusive jars of Nutella with the words Selamat Pagi written on them and a Malaysian-related breakfast initiative, which is pronounced as homey as it is tasty.
Mornings are very often spent in an hazy hustle and bustle of our busy life. Well, Nutella is aiming to change this, with its new campaign which will reintroduce the simple pleasure of breakfast in three limited edition 680g jars of Selamat Pagi Nutella, localised recipes and a tasty partnership with grumpy bagel favourite, Grumpy Bagels.
The special jars with picturesquely stunning sunrise of the famous Malaysian places like, the prominent Mount Kinabalu in Sabah, the peaceful Taman Tasik Titiwangsa in Kuala Lumpur, and the beautiful Pulau Perhentian in Terengganu, will certainly make an impact. They even look good and not just that, every jar is also accompanied with a QR code that leads to Malaysian fruit and breakfast recipes based on Nutella such as Roti Canai French Toast, Nutella Roti Canai Fruit Wrap and Roti Celup Telur with Nutella.
Adding a gourmet touch to the mix, Nutella has teamed up with Southeast Asian chef Reynold Poernomo, best known from MasterChef Australia, to create an exclusive recipe, which is Baked Roti Canai with Nutella. This unique fusion dish blends the familiarity of Malaysian flavours with the comforting richness of Nutella’s hazelnut cocoa spread.
“For many Malaysians, mornings often revolve around routines that feel rushed and repetitive. This is especially true for mothers who juggle between structuring their children’s daily routines to preparing them for school, all while making sure everyone has a vibrant start to the day. We understand that even deciding what to make for breakfast can become a daily stress” said Diane Gan, Head of Cluster Brand Marketing Nutella, Southeast Asia. She also added “With the Selamat Pagi Nutella campaign, Nutella hopes to ease that pressure by introducing simple, local-inspired breakfast recipes that add excitement and warmth to breakfast tables.
There is more to it. On 1-14 July, Nutella is collaborating with a local bagel restaurant, Grumpy Bagels, to bring a limited menu, the Yuzu Cream Cheese Bagel with Nutella. A zesty-sweet combination will make any day cheerful with this bagel. Customers who buy a bagel and spend at least RM100 in-store will get a chance to spin a prize wheel to receive merchandise in Nutella x Grumpy Bagel such as tote bags, T-shirts, gift sets, and Nutella snacks like Nutella B-Ready and Nutella Biscuits.
The campaign encourages Malaysians to reconnect with the breakfast table and create small moments of joy with loved ones. People are also invited to share their own #SelamatPagiNutella moments on Instagram and Facebook.
The limited-edition Nutella jars are now available at major retailers nationwide. For more information, recipes, and campaign details, visit www.nutella.com/my
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