Ferrero creates Hotella Nutella for one January weekend

The space will feature ‘larger-than-life’ Nutella jars, themed breakfast décor and other hotel mainstays.

“Hotella Nutella reimagines the joy of the hotel stay with a special breakfast experience that allows fans to enjoy Nutella in new and different ways,”​ said the brand’s North American VP of marketing Todd Midura. “We hope our guests learn how to recreate the magic of Hotella Nutella at home.”​

Other confectioners have run similar immersive pop-ups in recent years, such as Reese’s New York City experience​​. In 2016 Carlsberg beer built a chocolate pop-up bar​​ in London, and last year, Nestlé opened a KitKat pop-up​​ store for four weeks in South Africa. Godiva has also dipped into the in-person experience with a plan to open thousands of café around the world​​.

Ferrero will select three winners (and one guest each) to attend the pop-up, slated for January 10-12, 2020. Interested fans must submit a 60-second video showcasing their love for Nutella, to be judged based on passion, originality, and the personal relevance of Nutella at breakfast.

The winners will arrive to the hotel on Friday, January 10 for a welcome dinner with Geoffrey Zakarian, an Iron Chef and Food Network judge. He will highlight how ‘breakfast for dinner’ can be easy and delicious, according to a release.

On Saturday, guests will begin with a ‘savory soul food brunch’ with Brown Sugar Kitchen chef and TV star Tanya Holland, highlighting the chocolate hazelnut spread in Southern recipes.

The second day will continue with ‘one-of-a-kind creative food experiences with notable tastemakers/experts,’ per the official rules​​. (Ferrero has not revealed who those guests will be, as participation is subject to their availability and other professional commitments.

Finally, on Sunday, winners will sit down with Dancakes, a team of professional pancake artists. The group creates ‘portraits and designs out of 100% edible pancake batter​​,’ as well as branded content for brands.

Fans can submit their videos​​ through December 8.