Intelligent CXO Issue 25 | Page 10


Nestlé Cereals becomes first breakfast cereal business to enter the Metaverse

Cereal Partners Worldwide , the maker of Nestlé Breakfast

Cereals and a leading breakfast cereal business , is taking fans beyond the cereal bowl with an interactive Metaverse experience . The Nestlé Cereals Metaclub will host a vast space with 10 unique virtual attractions on Decentraland , bringing together access to sustainability-themed online challenges , NFTs with real life rewards and a digital Anghami lounge featuring specially curated playlists with free Anghami Plus subscriptions .
“ Living up to our purpose to ‘ Make Breakfast Better ’, we are excited to be the first breakfast cereal business to enter the Metaverse and aim to create immersive and rewarding experiences for our consumers to enjoy and connect with our brands while raising awareness with our dedicated sustainability attractions ,” said Nehmatallah Younes , Business Executive Office , Cereal Partners Worldwide , Middle East & North Africa .
Qossay Al Sattari , Distribution Partnerships Lead , Anghami , said : “ At Anghami , we strongly believe in innovation and in offering customers unique entertainment experiences that have a positive social impact . This initiative is a great example of innovation meeting sustainability .”
With a special focus on regenerative agriculture , the Nestlé Cereals Metaclub features a dedicated Rainforest Corner , in partnership with the Rainforest Alliance , to raise awareness for sustainability projects and encourage donations .
“ Our Nestlé Cereals Metaclub offers a unique channel to engage and connect with younger audiences , educate them on the topics of sustainability , while taking them through an omnichannel brand experience ,” said Bahaa Boulmona , Brand Manager , Cereal Partners Worldwide , Middle East & North Africa .

Whitbread and Fujitsu sign a multimillion technology service partnership deal

Fujitsu has announced a five-year partnership deal worth

£ 57.9 million with Whitbread , one of the UK ’ s favourite hospitality companies .
The contract , which builds on an existing 35-year relationship between the two companies , will see Fujitsu delivering modernised and proactive outlet-focused IT services which support the 35,000 employees across Premier Inn , Beefeater , Bar + Block and other brands – giving the Whitbread teams greater freedom to focus on providing excellent customer service .
Germany is an important growth market for Whitbread , with significant expansion underway and this contract will support this by providing outlet and corporate on-site support across the region , boosting region-specific technical knowledge for help desks and adapting support to align with Central European Time and local holidays .
Neil Clark , Account Director at Fujitsu Services , said : " We are delighted to have signed this contract with Whitbread , which reinforces our long-standing relationship and further demonstrates our ability to deliver value for our customers .
“ Our modernised services effortlessly embed within Whitbread and reduce disruption to its customers by using analytics to detect and correct issues before they impact the end-user . As Whitbread continues to go from strength to strength across Europe , we are looking forward to implementing our services throughout its business operations to support future change and Digital Transformation as one of its premier IT partners .
“ In addition to the services which upgrade Whitbread ’ s offering , the contract cements a long-standing and shared sustainability commitment between the two organisations to achieve net zero .” x
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