Nutella B-ready was a new product; Nutella in a biscuit bar rather than a jar. The creative challenge was straightforward: take one of the most recognisable food brands in the world and introduce something new without confusing what people already love about it.

The TV campaign was built around a single line: "Love Nutella in a jar? Try it in a bar." Clean, direct, and impossible to mishear. Produced at Krow, London, with Executive Creative Director Nick Hastings and Creative Director Tim Robertson.

Sometimes the best creative solution is the simplest one. This was one of those times.

If your new product needs one line that makes the whole thing instantly make sense, let's find it >