Nutella is rolling out its first-ever global campaign to celebrate its 50th anniversary. The brand of the iconic chocolate spread wants to say “thank you” to the millions of consumers who start their day with Nutella. The brand will celebrate its birthday with a multi-million pound global campaign that spans digital promotion, a special-edition design, a TV ad, giveaways and more.

Traditional taste and smell enhancers, celebrity advice, coherence with a person’s image—all this can make the product, both eatable or not, more attractive to a consumer. But there’s also another thing that can make virtually any product on the market more attractive. This magic non-physical intensifier is a ritual, which adds a new enjoyable dimension to the process of consuming a product.