A Jar in Orbit, a Tribute on Earth: Nutella Highlights Florence

For a few brief moments, somewhere between Earth and deep space, a jar of Nutella quietly stole the scene.

As the Artemis II mission continued its journey, images from inside the Orion spacecraft showed the familiar jar floating weightlessly alongside astronauts. A small, almost accidental detail—yet one that quickly captured attention back on Earth.

While the mission itself marked a historic milestone, reaching the farthest point ever travelled by humans in space, the unexpected cameo added a lighter, more relatable note to an otherwise highly technical achievement.

Back on the ground, the famous hazelnut spread is making headlines again—but this time for a more terrestrial reason.

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A Florence-themed jar

The space moment comes just as Nutella launches a new edition of its “Nutella® Buongiorno” series, a collection of limited-edition jars dedicated to Italian cities.

Among them is Florence.

The Florence jar features a stylised illustration of some of the city’s most recognisable landmarks: Ponte Vecchio, Palazzo Vecchio and the Lungarno. The design aims to capture the balance between architecture and landscape that defines the Tuscan capital.

On the back, the focus shifts from monuments to food, with a reference to a local speciality: the schiacciata alla fiorentina. It is a simple addition, but one that links the product to everyday Florentine traditions rather than just postcard imagery.

A national campaign

The Florence jar is part of a wider project developed in collaboration with ENIT, Italy’s national tourism agency.

The campaign includes ten cities—among them Turin, Milan, Bologna, Venice, Rome and Naples—selected based on tourism data, population size and geographic distribution across the country. Each jar is designed to be immediately recognisable through iconic elements tied to its destination.

The illustrations are by Antonio Colomboni, whose work marks a shift from previous editions by adopting a more graphic, illustrated style rather than photographic imagery.

From orbit to breakfast table

The coincidence is hard to miss: while one Nutella jar drifts in zero gravity, another invites consumers to rediscover Italian cities from their kitchen tables.

In Florence’s case, the result is a product that blends visual identity and culinary reference in a format that is both familiar and slightly playful—much like the unexpected scene in space that helped bring it into the spotlight.

For a brand used to appearing at breakfast, it is not every day to be associated with space exploration. But for a few days in April, Nutella managed both—bridging the distance between orbit and the Arno with a single jar.

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