It's Mardi Gras aka Shrove Tuesday today, when many indulge in stuffing themselves silly ahead of the Lenten fasting period. Traditionally, Christians have celebrated by gorging on hotcake breakfasts—explaining why it's also known as "Pancake Day" in the U.K. and the U.S.
Nutella is capitalizing on the occasion by offering itself up as an alternative to syrup-loving pancake eaters. The brand is asking people to consider swapping the drippy stuff for Nutella. A campaign from Terri & Sandy showcases the idea in outdoor ads and a pop-up experience targeting commuters at Grand Central Station. This weekend, the station's Vanderbilt Hall will host the "Syrup Swap Pop-Up," where families and fans 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 effort also includes a social campaign featuring ideas of what people can do with their syrup once they’ve made the switch to Nutella as their pancake topping of choice (Syrup painting or ship-in-a-syrup-bottle making, anyone?). There's also a Nutella Creations social push featuring the hazelnut topping on dinosaur pancake designs.
In addition, the brand has developed a new “Nutella Creations” Alexa skill, built by Skilled Creative Agency together with Terri & Sandy on marketing and content. It will feature a variety of Nutella-based recipes for pancakes and waffles.
“From silver dollar to blueberry, people have grown used to seeing pancakes come in many different shapes and flavors; however, we believe topping them with Nutella brings the breakfast staple to an unparalleled level of deliciousness,” said Todd Midura, vice president of marketing at Ferrero North America, in a statement. “That’s why we’re encouraging Nutella newbies and longtime fans to take advantage of one of these experiences and enjoy the magic of pancakes with Nutella.”