Nutella Takes Aim at Syrup, Declares Itself the Superior Pancake Topping

Brand leverages 'pancake season' with new social and experiential campaign

nutella bar at grand central
The brand's Syrup Swap Shop took place Feb. 29 in Grand Central Terminal. Nutella

It’s no secret that syrup is the pancake topping of choice for most Americans. According to data collected by Statista from the U.S. Census and Simmons National Consumer Survey in 2019, 272.18 million Americans use pancake and table syrup, compared to 55.74 million who don’t.

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ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.
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