Nutella Personalize Me On-Pack Gift Sets- Maximizing Brand Impact

What Are On-Pack Gift Sets?

On-pack gift sets are promotional offers in which a branded or functional item is attached, bundled, or paired with a core product at the point of sale.

Unlike traditional discounts, on-pack promotions:

• Increase perceived value without lowering price

• Encourage impulse purchases

• Create visual disruption on the shelf

• Extend brand interaction beyond consumption

For food and beverage brands, in particular, on-pack gifts connect the product to real-life moments—breakfast, sharing, gifting, or home use.

Why Nutella’s On-Pack Gift Sets Stand Out

Nutella’s campaigns succeed because they go beyond novelty. Each gift feels intentional and relevant to how consumers actually use the product.

Key elements behind Nutella’s success include:

1. Functional Gifts People Want to Keep

Nutella has paired jars with items like:

• Branded bowls and plates

• Wooden boards and utensils

• Storage containers and serving accessories

These are not throwaway items.

They live in kitchens, appear at breakfast tables, and stay in use long after the product is finished, keeping the brand visible every day.

2. Clear Product-to-Gift Relevance

The best on-pack promotions feel natural. Nutella’s gifts align directly with:

• Breakfast routines

• Family sharing moments

• Home dining experiences

This relevance strengthens brand association and makes the promotion feel thoughtful rather than forced.

3. Strong Shelf Presence

On-pack gift sets create visual height, bulk, and contrast, helping products stand out in crowded retail environments. When executed well, they function as mini POS displays, without requiring additional floor space.

The Marketing Benefits of On-Pack Gift Promotions

When designed strategically, on-pack gift sets deliver measurable advantages for FMCG brands.

1. Increased Purchase Motivation

Consumers often justify the purchase based on added value rather than price. A useful gift can be the deciding factor between similar products.

2. Higher Brand Recall

A physical item used repeatedly at home creates ongoing brand exposure—far beyond a single consumption moment.

3. Stronger Emotional Connection

Gifts tap into emotion. Whether it feels like a reward, a surprise, or something to share, this emotional layer strengthens brand loyalty.

4. Improved In-Store Performance

On-pack promotions increase:

• Shelf visibility

• Dwell time

• Impulse buying

All critical metrics in retail marketing.

Designing Effective On-Pack Gift Sets: Practical Tips

For brands considering on-pack gift promotions, execution matters just as much as the idea itself. A strong concept can easily fall apart if the gift feels irrelevant, poorly made, or impractical at retail. The most successful campaigns result from thoughtful planning across design, usability, and production.

1. Choose the Right Gift

The gift should feel like a natural extension of the product, not an afterthought. Before finalizing any item, ask:

• Is it genuinely useful in everyday life?

• Does it fit the product’s lifestyle and consumption moment?

• Will consumers keep it, reuse it, or display it at home?

For food brands, kitchenware, storage, or serving items tend to outperform novelty gifts because they integrate seamlessly into daily routines. A useful gift reinforces brand presence over time, while gimmicks are often discarded. In on-pack promotions, long-term value always beats short-term novelty.

2. Balance Branding and Design

Effective on-pack gifts don’t shout. They signal quality.

Over-branding can make an item feel promotional rather than desirable. Nutella’s approach works because the branding is:

• Subtle and well-placed

• Supported by familiar brand colors

• Executed with clean, premium finishes

The goal is to create a product people are proud to use and leave on display. When a gift feels like something that naturally belongs in the home, brand recall happens organically, without forcing attention.

3. Think About Packaging and Logistics Early

On-pack gift sets introduce structural and logistical complexity, especially at scale. Key considerations include:

• Secure attachment methods that prevent damage or separation in transit

• Weight distribution and balance, especially for glass or food products

• Retail compliance, including safety standards, shelf stability, and transport regulations

These challenges can’t be solved at the last minute. Early collaboration among design, engineering, and manufacturing teams ensures the final product performs as well in warehouses and stores as on the shelf.

4. Plan for Scalability

Many on-pack promotions start as regional or seasonal campaigns and quickly expand. Smart designs allow flexibility without compromising consistency.

Scalable on-pack gift sets should support:

• Localization for different markets or languages

• Alternative materials to manage cost or supply constraints

• Efficient tooling and production at higher volumes

By designing with scale in mind from the beginning, brands avoid costly redesigns and can move faster when a campaign proves successful.

Here are a few case studies about Nutella:

Combining the functionality of Nutella’s custom-shaped speaker and the effectiveness of their POS display, the brand’s marketing project was a hit.

As part of its movie marketing project, Nutella gave customers Kung Fu Panda collectible cups as a gift with a purchase.

We have  encountered this chocolate POS display by Nutella, one of the simple yet creative store display ideas we have come across in today’s market.

Practical and durable, Nutella’s custom food storage containers are something shoppers would want to get as an incentive.

How ODM Group Supports On-Pack Gift Campaigns

At ODM Group, we work with FMCG and food brands to turn on-pack ideas into production-ready solutions.

Our team supports the full process, including:

• Product and gift ideation

• Structural and packaging design

• Customization and branding

• Prototyping and sampling

• Quality control and compliance

• Production management and global shipping

The goal is simple: create on-pack gift sets that look great on shelf, feel valuable to consumers, and work smoothly in real-world retail environments.

Final Takeaway

Nutella’s on-pack gift sets prove that the strongest promotions don’t interrupt shoppers. They add value to moments people already enjoy. By focusing on useful design, thoughtful packaging, and relevance, on-pack gifts create lasting brand impact beyond the shelf.

For FMCG brands, this approach drives visibility, recall, and perceived value without relying on price cuts. At ODM Group, we help brands turn on-pack ideas into production-ready solutions. From design and customization to packaging, prototyping, quality control, and shipping, our team supports every step of the process.

If you’re planning an on-pack promotion, contact ODM Group to explore how we can support your next campaign.

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