Hashahar Haole – “Enjoy like a child”

• Background: The Israeli market has changed; the Nutella brand entered the category. Not being a single player anymore, Hashahar has to deal with tough competition.
• The challenge: how will a nostalgic product, conveying a message of childhood dreams compete against a well-known, global product.

The solution: create desirability through product innovation and food appeal, while creating a nostalgic connection with the launch of a new product, combining chocolate & Bamba, the most popular food of Israeli children