Two much-loved brands, The Oodie and Nutella, have teamed up for winter with a new limited edition wearable blanket available to 500 lucky Aussies.
Why? Because The Oodie and Nutella are “perfect for keeping warm when the temperature drops,” said Azzurra Puricelli, Nutella’s marketing manager. SmartCompany.
To be kept warm with the limited edition Oodie, Australians must buy a jar of specialty Nutella from participating supermarkets to grow into the draw.
At the launch of the marketing campaign on Wednesday – the first day of winter – at Cuckoo Callay in Surry Hills, Sydneysiders were encouraged to head to the cafe donning an Oodie to score a free freshly baked croissant filled of Nutella.
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The hearty treat saw countless ‘couples, families, locals and even puppies stopping by for fun’ despite only 100 gifts available, Puricelli says, and regardless of the cold snap hitting Australia’s east coast .
But a strong turnout at the launch is hardly surprising, given the popularity of both brands.
Oodie founder David Fogarty said SmartCompany Plus in December last year, the brand posted revenue of $155 million for the 2021-22 financial year, with a 408% increase in revenue across the Davie Group (the company in which The Oodie is located) in relation to fiscal year 2020.
Meanwhile, global giant Nutella has a proud manufacturing rate of 300,000 kilograms of spread per week in Australia alone.
“Today, Nutella is in almost one in four Australian homes,” says Puricelli.
Power in partnerships
Nutella continues its partnership with Cuckoo Callay through June 19 to bring the community a special and unique extended Nutella menu created by Executive Chef Ollie Hughs.
The partnership with The Oodie and Cuckoo Callay is not the first for the global brand nor the last, with Purcelli telling SmartCompany about last year’s initiative with De’Longhi during the first week of spring.
In this campaign, Australians were again encouraged to purchase a specialty jar of Nutella to compete in winning one of 500 De’Longhi breakfast collections, worth over $700.