Santiago de la Ribera stars in Nutella's latest sunrise campaign
Limited edition jars capture iconic sunrises from across Spain, including stunning coastal views in Murcia, Alicante and Málaga
Nutella’s latest limited-edition collection has brought a slice of the Mar Menor into homes across Spain. Santiago de la Ribera, a charming coastal town in San Javier, has been chosen to represent the Region of Murcia in the brand’s new campaign, “A good day starts at home”.
The initiative celebrates the beauty of Spain’s landscapes at dawn, with 17 special jar designs each featuring a sunrise scene from a different autonomous community. From the striking rock formations of Torcal de Antequera in Málaga to the coastal light of Cabo Cervera in Alicante, the campaign invites people to pause, appreciate their surroundings, and see the familiar with fresh eyes.
Murcia’s chosen spot, Santiago de la Ribera, is known for its peaceful seafront and recently renovated promenade. Its now-iconic wooden pier stretches out into the still waters of the Mar Menor, flanked by century-old palm trees that add to the scene’s quiet charm. It is a location made for early morning walks, gentle cycling or simply watching the sun rise over the water.
This is not the first time Nutella has shone a light on Murcia’s coastline. In 2023, the company featured Los Cocedores beach in Águilas on one of its jars, highlighting another picturesque corner of the region.
The new jar designs are all based on real sunrise photos, turning the classic 750g jar into what Nutella calls a "window to the extraordinary." It is a simple but thoughtful campaign that taps into a sense of place and the small joys that come with starting the day in a familiar setting.
Nutella is part of the Ferrero Group, which began in 1946 in the town of Alba in Italy’s Piedmont region. The company now operates worldwide, with more than 53,000 employees and 37 production plants. Its well-loved brands include Ferrero Rocher, Tic Tac, Kinder, and Raffaello, all of which are sold in over 170 countries.
Images: Grupo Ferrero
