Welcome to the Hotella Nutella
A weekend getaway has never been so sweet.
Slathered on toast or drizzled on pancakes, it’s fair to say sweet spreads have caught our attention and our appetites.
Now one of the best-known names in spreads has come up with a seriously nutty idea to retain its place at the top of the hazelnut chocolate tree.
Forget the fact it’s wine country, Nutella is set to open its very own pop-up hotel named ‘Hotella Nutella’ in Napa Valley this January.
The campaign will give three of Nutella’s most dedicated fans a chance to win a three day break where they can eat, sleep and breathe their wildest Nutella dreams.
The Hotella Nutella will transform a private residence into a hotel like experience, featuring nutty interior design, larger-than-life jars of Nutella and a “one-of-a-kind creative breakfast experience with notable tastemakers”.
In order to win the trip, Nutella fans will need to submit a 60 second video that demonstrates how Nutella makes their morning special. The judging will be based on their “passion for hazelnut spread” as well “originality and creativity”.
The experiences include interactive culinary sessions which have been designed by the Nutella Weekend Breakfast chef team alongside celebrity guests.
Food Network star and Iron Chef Geoffrey Zakarian will be showing guests how they can make the perfect breakfast for Dinner, while soul food queen Tanya Holland will be adding a southern-inspired flair to Nutella.
Social media sensation and pancake artist DanCakes and his team will also teach visitors how to create ‘unforgettable’ pancakes to demonstrate that breakfast really is the most important meal of the day.
The campaign is being amplified on social media with the hashtag ‘#hotellanutella taking off on Instagram, Twitter and Facebook alongside a promo video on DanCakes YouTube channel.
This Nutella pop-up is a great example of a brand creating a distinctive owned destination as a way of drumming up widespread publicity.
As food brands look for an engaging way to boost brand love and diversify the way we consume their products, pop-up hotels and eateries are a fun yet effective solution.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.