Nutella has launched the pop-up “The Nutella Holiday House” to help customers relax in a holiday wonderland from Dec. 7 to 8 at Balzac’s Coffee in Toronto’s Distillery District.

The activation – which will include a fireplace, Nutella-branded sweaters on display, soft seating, festive lights and a decorated tree – will feature interactive elements, including 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 limited edition Nutella Christmas sweaters.

Claire Robbins, senior brand manager for Nutella, Ferrero Canada, tells strategy that the Holiday House stands out for its unique location and its immersive nature. This year, the brand also wanted to go beyond the pop-up itself, publishing on its website the Christmas recipes of the samples that will be given in the activation, so that consumers can recreate them at home, Robbins says, adding the recipes will be available through a QR code visible on the pop-up.

“Nutella has always been about bringing families together – whether it’s around the breakfast table or enjoying one of our many holiday recipes,” she says. “We’re aiming to deepen our connection with consumers during one of the most cherished – yet busy – times of the year. 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.”

The brand is employing a combination of social media, influencer partnerships and paid media to support the experience. The team has focused on digital platforms such as Instagram and Facebook, where its target audience is most active, 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. Like recent campaigns, Nutella’s goal is to drive word-of-mouth and deepen the conversation around the brand, Robbins adds.

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