Nutella has used a Guinness World Records title to boost awareness and return on investment. Doug Male from Guinness World Records explains.

Brands are increasingly leveraging Guinness World Records to boost the engagement and reach of existing campaigns.

Take the example of Ferrero's iconic hazelnut spread brand Nutella. Last year, Nutella integrated a record attempt into its ‘Month of Love’ campaign, which took place in February last year.

The brand took on a Guinness World Records attempt for the ‘Longest line of pancakes’.

The idea behind the campaign and strategy was to incorporate three of the celebrations in Australia that the Nutella brand is always involved in − World Nutella Day, Pancake Day and Valentine’s Day − into a bigger overall campaign, which resulted in ‘The Month of Love’.

The record attempt was conducted in association with the month-long ‘Spread a little love’ digital campaign, with social media users encouraged to share personalised messages of love from a ‘Spread Love’ microsite to their friends and families.

For each shared message, more pancakes were added to the line, contributing towards a collective goal of 50 metres.

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