A Corpus-Based Discourse Analysis of Nutella®’s Website in English and in Italian Representing Corporate Advocacy Between Traditional Values and Innovation.

Food brands with a long-standing tradition strive to balance heritage with modern trends and sustainability goals. As a case in point, Nutella® seeks to promote its brand through two distinct strategies: glocalization and corporate advocacy. This study presents a corpus-based discourse analysis of Nutella®’s web pages in English and Italian, exploring how the brand expresses corporate advocacy across different linguistic and cultural contexts. Findings show that Nutella® varies its discourse: the Italian web page focuses on socio-agricultural governance, labor ethics, and supply-chain value to protect brand heritage in its home market. On the other hand, the English web page emphasizes glocalized traceability, regional provenance, and circular economy commitments to build global brand legitimacy among international consumers.