Nutella to open “syrup swap” pop-up to promote hazelnut spread on pancakes

Tuesday, February 25 is Pancake Tuesday. In celebration of that day and all the tasty possibilities of pancakes, Nutella has announced a pop-up shop that will look to replace syrup with the hazelnut spread as the topping of choice on pancakes.

On Saturday, February 29, Vanderbilt Hall at Grand Central Terminal in New York City will be home to the “Nutella Syrup Swap Shop,” a pop-up that will only “sell” one product – Nutella – and will only accept one form of “payment” – bottles of syrup.

Guests who bring in a bottle of syrup (opened or unopened) will receive warm pancakes topped with Nutella as well as a free 13-ounce jar of Nutella (while supplies last). The pop-up will last from 9 a.m. to 4 p.m. EST.

Another unique promotion from Nutella is a new skill available on Amazon Alexa. Nutella fans all over the world can ask Alexa for breakfast inspiration. The new skill allows access to a variety of Nutella recipes including pancakes and waffles and features four interactive memory games to keep families entertained while breakfast is being prepared. To activate, consumers can say, “Alexa, open Nutella Creations.”

“From silver dollar to blueberry, pancakes are an iconic breakfast staple and we believe topping them with Nutella brings them to an unparalleled level of deliciousness,” says Todd Midura, Vice President of Marketing at Ferrero North America. “This Pancake Tuesday, we’re encouraging families to participate in these activations that bring to life the joy of special breakfasts and we hope Nutella plays even a small role in helping them create memories that will last for a lifetime.”