In a bid to spread festive cheer, Nutella has launched a whimsical holiday pop-up in the heart of Toronto. The Nutella Holiday House, open from December 7 to 8 at Balzac’s Coffee in the Distillery District, is meant to be a holiday wonderland where Canadians can relax with loved ones.

The activation will include a fireplace, Nutella-branded sweaters on display, seating, festive lights and a decorated tree. It will also feature a photo backdrop as well as Holiday Note Cookies, Nutella cinnamon rolls, Nutella jars and B-Ready bar samples. The first 100 attendees each day will also receive one of the limited edition Nutella Christmas sweaters.

Claire Robbins, senior brand manager, Nutella, Ferrero Canada, tells MiC that unlike other activations, the Holiday House stands out for its historical downtown location and immersive nature. This year, the brand wanted to go beyond the pop-up itself, posting Christmas recipes on its website so that consumers can recreate them (using samples from the event) at home. The recipes will be available through a QR code visible on the pop-up.

“Baking together is a cherished holiday tradition, and Nutella offers a great selection of baked treats to make as a family and to share with others,” Robbins says.

The brand is using a combination of social media, influencer partnerships and paid media to promote the activation. The team has focused on digital platforms such as Instagram and Facebook, and is leveraging influencer outreach to spread the word and invite people to the event. The media plan also includes strategic partnerships with food-focused media to raise awareness and drive foot traffic to the Distillery District. Similar to other recent campaigns, Nutella’s goal is to drive word-of-mouth and deepen the conversation around the brand, according to Robbins.

“The holiday season is all about creating lasting memories with those you love, and Nutella has always been about bringing families together – whether it’s around the breakfast table or enjoying one of our many holiday recipes. We’re aiming to deepen our connection with consumers during one of the most cherished – yet busy – times of the year,” Robbins notes. “It’s not so much an evolution of the brand as it is an extension of what Nutella already represents: warmth, indulgence, and the joy of spending time together.”

Mindshare is in charge of paid media, while Golin handles PR, influencers, XM and social media in partnership with Makers. Publicis is behind the creative.