Ferrero earned three prestigious accolades at the FMCG Asia Awards 2025

The trio earned recognition for their impactful regional campaigns that celebrated cultural traditions, creativity, and consumer connection.

Ferrero was honoured with multiple awards at the FMCG Asia Awards 2025, including Omni-Channel Experience of the Year - Indonesia, Seasonal Campaign of the Year - Japan, and Consumer Engagement Initiative of the Year - Philippines.

Each market was recognised for effective, market-specific initiatives. They demonstrated a consistent ability to align brand objectives with local consumer behaviour.

Together, these awards highlight a regional portfolio of work executed across multiple touchpoints and campaign formats.

Ferrero Asia Pacific Pte Ltd enhances Ramadan traditions in Indonesia

The #LengkapidenganNutella Ramadan campaign was developed to align Nutella with everyday family moments during Indonesia’s Ramadan period.

Through a multi-point digital strategy and collaborating with brand ambassadors, Christine S. and Savira Malik, renowned YouTube creators, as well as key opinion leaders, the brand offered a social media showcase over 30 days of Ramadan.

“It was designed to enhance suhoor and iftar moments by positioning Nutella as a thoughtful addition to the season’s most cherished rituals,” Ferrero Asia Pacific Pte Ltd noted.

The campaign delivered 483 million impressions and 1.9 million clicks, surpassing initial projections.

Over 30 days, influencer content featuring local Ramadan recipes strengthened the brand’s digital presence. Partnerships with Dapur Cokelat across more than 100 retail locations and food delivery platforms produced more than 6,800 co-branded hampers, an increase of 173% compared with the previous year. 

Nutella achieved its highest-ever market share in Indonesia, supported by digital engagement, in-store visibility and the expansion into the gifting segment. 

This seamless integration across various touchpoints created a unified consumer journey that translated into both emotional resonance and commercial success.

Ferrero Japan Ltd. reimagines Shogatsu with Nutella Loves Mochi

Nutella Loves Mochi inspired a cultural moment by addressing a consumer aspiration, and elevating Nutella’s role from breakfast spread to a seasonal centrepiece.

By embedding itself into Japan’s most sacred celebration – Shogatsu, with authenticity and creativity, Nutella created a campaign that was timely, timeless, and truly transformative. It turned Japan’s cherished New Year tradition of consuming Mochi, a glutinous rice cake, into a modern celebration of creativity. Whilst Mochi remains beloved, consumers crave variety and personalisation in festive foods. Nutella tapped into this aspiration by pairing its iconic hazelnut spread with Mochi, creating a fusion that honoured tradition whilst embracing change and inviting experimentation.

The campaign came to life through a pop-up store at Shibuya 109, offering consumers an immersive experience to savour Nutella x Mochi creations. A strategic partnership with Imada Kitchen amplified impact, securing premium OOH visibility at Shibuya Crossing with this partnership, making the campaign unmissable in Tokyo’s cultural epicentre.

In addition to over 27 million earned media impressions, during the campaign, sales value increased 23%, sales units rose 11%, and rotations of the Nutella 200g jar advanced by the same proportion. The results positioned Nutella within the country’s seasonal retail cycle. Beyond the campaign, it was a timely and authentic cultural celebration.

TIC TAC strikes a cultural chord through music in the Philippines

Tic Tac Music Awards 2025 marked the brand’s first regional music-centred campaign.

The brand linked flavours with songs through public voting, TikTok challenges, and live performances by Syd Hartha, Ben & Ben, and Arthur Miguel. The closing event in Bonifacio Global City drew 11,000 attendees. Digital activity reached 13 million accounts and recorded 154 million views. Across markets, participation increased significantly: more than 4,500 entries in the Philippines, up 139% from the previous year, and more than 10,000 entries in Malaysia, up 147%.

From social media challenges and website engagement to a maximum capacity concert, Tic Tac elevated consumers’ experience from mint purchase into a cultural experience by integrating flavour, music, and creativity. Reinforcing brand association with youth culture and music relevance through the love of local music and creative content. 

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].