Nocciolata banks on surprise with the new multichannel “No vabbè” campaign

Nocciolata, Rigoni di Asiago’s brand of organic spreads, has launched the new “No vabbè”. communication campaign

The Nocciolata range comprises four products designed for different tastes and needs: L'Originale, soft and creamy; La Dark, dairy-free, vegan and with an intense cocoa flavour; La Bianca, rich and delicate, with 30% hazelnuts; La Crunchy, combining creaminess with the crunch of toasted hazelnut pieces. All are organic, palm-oil-free and gluten-free.

Everyday surprise

In a category often associated with reassurance and familiarity, Nocciolata chooses surprise as a small everyday pleasure. All it takes is a taste capable of exceeding expectations to break the automatic routine and turn a simple alternative into a new choice.

The emotional promise stems from the substance of the product: organic ingredients, a transparent supply chain, creaminess, intensity and a range suited to different consumption occasions. A surprise that can be renewed every day.

Spontaneous reaction becomes Nocciolata’s new language

The new creative platform starts from an immediate, popular and instinctive reaction. “No vabbè” thus becomes a simple, ironic and recognisable format, capable of translating the consumption experience into an emotional response: only Nocciolata has a flavour so authentic and surprising that it makes you say “No vabbè”.

More than a claim, it is a creative device open to different subjects and executions, designed to multiply touchpoints and strengthen memorability and recognisability over time. “No vabbè, Spettacolo” is the main subject of Nocciolata’s first video campaign.

In the new hero video, Nocciolata triggers a sudden change of tone: the flavour surprises and the reaction comes spontaneously. The story thus combines the product’s sensory dimension – creaminess, intensity and full flavour – with the immediate emotion that follows tasting it.

The comment

“With this campaign, we want to open a new phase for Nocciolata, moving beyond telling the story of the product’s characteristics to focus on what the product makes people feel. 'No vabbè' simply and immediately conveys that authentic surprise that comes from tasting it and that can make even an everyday moment special. It is a distinctive, contemporary territory, consistent with the tangible quality that has always characterised Nocciolata”, says Gianluca Fausti, chief marketing officer at Rigoni di Asiago.

An integrated campaign

The concept will live consistently across TV, connected TV, digital and social. Creators, influencers and user-generated content will help expand reach and turn “No vabbè” into a shared reaction reinterpreted by the public.

The campaign also confirms its international reach: it has already aired on national television in France and on the Benelux’s main digital channels, extending Nocciolata’s new communications territory beyond Italy’s borders as well.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.