Nutella, the famous chocolate-hazelnut spread, is making the hotel industry just a little sweeter.
Nutella is opening up a pop-up hotel in California’s Napa Valley—aptly named the Hotella Nutella. The hotel will only be open for one weekend in January 2020 with a limited number of available rooms. From now until December 8, Nutella superfans can submit videos of themselves showing why Nutella makes their days great for a chance to win an all-inclusive stay at the hotel. The lodging will be a food lover’s paradise as rooms feature larger-than-life Nutella decor including on-theme bedspreads, wallpapers, rugs, and pillows. When it comes to eating, the weekend will include “interactive breakfast sessions” where guests can learn how to make breakfast for dinner from Food Network star Geoffrey Zakarian and learn the art of specialty pancake design from DanCakes, a specialty pancake artist.
Nutella will be using social media to promote Hotella Nutella, specifically Instagram. As a leading food brand on social media, the brand continually interacts with fans on Instagram via recipe videos and influencer posts, according to a Gartner L2 report on the topic. Fans can use #HotellaNutella to get an inside look at the hotel and interact with other Nutella fanatics on Twitter, Instagram, and Facebook.
Other food brands, like Taco Bell, have tried their hand at the hotel business to satisfy true fans as well. Nutella is now taking a dip into the industry with its pop-up hotel and social media sweepstakes, a ploy many food brands might be encouraged to try out too.