When Americans think “pancakes,” they think “syrup.” And that’s a travesty. Because if there’s one thing that tops syrup on a pancake, it’s Nutella. That’s why, in February of 2020, we hijacked International Pancake Day to announce a pop-up shop unlike any other—a shop that only sells one product (Nutella) and only accepts one form of payment (syrup). Yup, at Nutella’s “Syrup Swap Pop-Up Shop,” breakfast lovers could trade in their used, crusty bottles of tree sap for a free jar of hazelnut-and-cocoa bliss.
To kick it off, we created out-of-home units designed to speak directly to New Yorkers.
Inside Grand Central Station’s iconic Vanderbilt Hall, swapping syrup was only the beginning. From a Nutella selfie wall to handcrafted “pancake portraits,” our pop-up shop had fans lined up for hours for a complete interactive experience.
Although a bad day on the L subway train suggests otherwise, not everyone lives in New York. So to get the rest of America in on the syrup swap game, we leveraged paid social with posts suggesting other potential uses for the sticky stuff.
At Nutella’s syrup swap shop, we served up an experience unlike any other. And the press ate it up. Our event made headlines from Adweek to Newsweek. Nutella’s syrup swap shop was even #2 on Time Out New York’s list of the best things to do in the city!
Meanwhile, Nutella fans across the country got in on the fun, spreading our #syrupswap message far and wide.