Critical Mass to Serve as Agency of Record for Nutella

Nutella Canada has just chosen Critical Mass as their new agency of record. The digital marketing company is a unit of Omnicom’s Star Marketing Group and will be handling the digital, interactive promotion for Nutella Canada. The firm will also be developing conversations and communicating with potential clients via the Nutella website, as well as through social media, online advertising and other media.

“We are excited about our partnership with Nutella,” said Cameron Bedford, Senior Vice President, General Manager, Critical Mass. “We are looking forward to helping them better leverage the already strong consumer passion and interest in Nutella and realize the full potential of the online channel by creating experiences that drive dialogue and engagement with the brand,” Bedford added.

Nutella Canada is a part of Ferrero, one of the biggest confectionary companies worldwide. Other divisions include Kinder (Kinder Eggs, Kinder Bueno, etc.) Rondnoir, Ferrero Rocher and Tic Tac. Ferrero chose Critical Mass to handle their online publicity for Nutella because of their experience distribution, focus and strategic planning. In the future, Critical Mass will likely represent several other brands for Ferrero.

Critical Mass is a digital marketing agency under Omnicom, working to provide digital media strategies that combine creativity and emerging technology to create success for their clients. Hunter PR out of New York remains the company’s PR firm of record.