Nestlé: Using Quality Street to drive trust

Quality Street made the move from its iconic “jewel” wrappers to 100% recyclable paper wrappers – a move that had significant sustainability benefits but also risked alienating loyal consumers. ​ 

​We identified an opportunity to use Quality Street’s position as an iconic part of Christmas to generate media interest in how the products are made and how they have evolved. ​ 

​The objective was to increase trust in Nestlé by demonstrating its leadership on key issues like sustainability and innovation, manufacturing excellence and sourcing, while also emphasising the heritage of the brand. ​ 

​We used the power of syndication to land a national wave of news articles on the role big brands like Quality Street have to play for Brits at Christmas. We combined data on the rise of own label with new consumer polling results that demonstrated Christmas is when brands come to the fore. Quality Street came out on top in our ‘12 Brands of Christmas 2022’.​ 

​While the data inevitably supported other key players in the confectionery category (and in other categories like snacking and alcohol), we used that to our advantage, communicating important points of difference that motivate shoppers to buy Nestlé brands over the competition, specifically around sustainability – highlighting Quality Street’s new paper wrappers.​ 

​We also profiled a range of the Nestlé colleagues behind the Quality Street brand on social media channels as well as in regional and trade media.