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

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

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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.

Nutella, however, is arguing that it’s the superior pancake topping. Timed to National Pancake Day and Fat Tuesday on Feb. 25, Nutella launched a two-week campaign that encourages U.S. consumers to ditch syrup for its hazelnut cocoa spread as their pancake topping of choice.



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