Ferrero Travel Market is hosting a special celebration to mark 60 years of its iconic Nutella brand, with a travel retail exclusive release and high-profile activations at key airports around the world.

For six decades millions of consumers around the world have brightened the start of their day with Nutella, as the brand has become an ambassador of positivity and smiles, an icon of joy and pleasure. Nutella’s story is an inspiring one of invention and passion, rooted in entrepreneurship and innovation which has taken the brand from humble beginnings to being a global player.

The #GiveANutellaSmile celebration launched on World Nutella Day 2024, on 5 February, with the release of a series of limited-edition Nutella jars supported by a digital activation and physical retail events.

Spreading smiled in travel retail

In travel retail, the celebration will come to life in the form of a travel retail exclusive jar design: The Traveller. Crafted specifically for the travel sector, this release presents the new 60th anniversary jar design in fully refreshed packaging. Each product features special messages for shoppers, including “Celebrate with Nutella” and “I love you”, creating the perfect gift for friends and family.

To further enhance this anniversary among shoppers, high-profile brand activations will take place at key airports, including Luxemburg, Milan Malpensa and Dubai International Airport. The dedicated Nutella pop-up retail spaces will offer the new celebratory jars, alongside access to the special digital campaign .

Shoppers who visit the Nutella airport stores and buy a limited edition 350g jar will be given access to a QR code which takes them to a dedicated Nutella 60th Anniversary platform, where they can take a photo with a dedicated backdrop created for each airport.. This will also provide the chance of winning a special edition Nutella sweater which will be given away every day during the campaign.


The 60 years campaign kicked off in Luxemburg on 5 February, which is World Nutella Day. For a month, the airport check-in area will be taken over with branding screens, which will create touchpoints for shoppers on arrival at the airport. The engagement will continue with screens in the security are and an XXL illuminated wall panel to drive engagement and footfall in-store.

In Milan, the campaign will run throughout March, with 60 screens in the departures area directing shoppers to the pop-up. Brand Ambassadors will be on-hand in Luxemburg and Milan five days a week. Meanwhile in Dubai, the campaign will start the 1st of March for a couple of weeks, and Brand Ambassadors will be available to help shoppers 24/7.

Sergio Salvagno, Ferrero Travel Markets General Manager, says: “For 60 years, Nutella has been making more smiles happen and we are delighted to celebrate this milestone anniversary with a standout and dedicated campaign with key airport partners in the travel retail sector.”

Nutella: a story of innovation

Nutella’s roots date back to 1946, when Ferrero founder Pietro Ferrero developed “Pasta Gianduja”. In 1964, Pietro’s son, Michele Ferrero, crafted the hazelnut and cocoa spread which we know and love today, naming it Nutella. For the last 60 years, the brand has spread positivity and togetherness, giving people a bright start to their day.

Today, that spirit of passion, creativity and innovation continues as Nutella seeks to bring smiles and play to shoppers around the world.

Giovanni Ferrero, Executive Chairman of Ferrero Group, concludes: “As we mark this milestone 60 year anniversary, we celebrate Nutella – a beloved global brand driven by an innovative spirit and decades of expertise. Through the unbeatable taste of Nutella, we have now created a range of new product experiences: Nutella B-ready, Nutella Biscuits, Nutella Muffin and Croissants. Looking ahead, we remain committed to building on this legacy, finding even more ways to offer fans positivity and choice. We have been spreading smiles across the globe for 60 years and through passion, creativity, and innovation, Nutella will keep the world smiling for years to come.”