Nutella and Hallmark are kicking off the holiday season in the most heartwarming way possible: by inviting families to share their most cherished baking traditions. The iconic hazelnut spread brand and the holiday storytelling giant are partnering on a nationwide recipe casting call, blending nostalgia, family love, and festive flavors.
The campaign asks home bakers to submit their family’s treasured recipes featuring Nutella. Winners will see their creation spotlighted at the Hallmark Christmas Experience, an immersive holiday wonderland packed with light displays, Hallmark stars, and plenty of seasonal cheer.
And yes, there’s more. The winning recipe won’t just dazzle in New York; it will also be shared online and across social channels, turning a family tradition into a nationwide holiday moment.
Baking memories that last
“Baking together creates some of our most treasured family memories. Whether it’s teaching the next generation grandma’s secret recipe or sharing the simple joy of spreading Nutella on warm, freshly baked cookies, these baking traditions bring families closer. Our partnership with Hallmark celebrates the joy of baking as a way for families to connect, create, and share love through traditions and lasting memories.” Noah Szporn, Senior Vice President of Nutella, Ferrero North America.
This initiative celebrates that connection, reminding us that behind every dessert is a story worth sharing.
A Hallmark-worthy holiday prize
Selected winners will enjoy an all-expenses-paid trip to the Hallmark Christmas Experience. Think enchanting lights, live music, local seasonal treats, and panels with Hallmark stars. And yes, plenty of opportunities for cozy selfies under twinkling displays.
The prize isn’t just a trip, it’s a chance to see your family tradition honored on a stage where millions of holiday fans gather.
Nutella’s festive flair
To keep the spirit alive beyond the contest, Nutella is rolling out limited-edition Holiday Glass Jars and Holiday Mini Jars. These collectible designs aren’t just for spreading; they’re perfect for gifting, decorating, or starring in your own holiday recipe traditions.
Because let’s face it, half the joy of holiday baking is making the kitchen sparkle with a little festive flair.
This partnership hits a sweet spot for brands. Nutella and Hallmark are blending tradition with modern storytelling, tapping into nostalgia while creating fresh touchpoints for consumer engagement.
It’s a reminder that today’s shoppers crave more than just products, they want experiences, stories, and emotional connections that elevate everyday purchases into memorable rituals.
Other News
Spreading the Goodwil All Year Long Once the holiday baking wraps up, Nutella’s community spirit keeps going strong. If you loved trying out the brand’s festive recipes, you’ll want to see how they are using their famous hazelnut spread to support local heroes. For the third year in a row, Nutella has teamed up with celebrity chefs to provide epic pancake breakfast kits and $5,000 operational grants to volunteer fire departments across the country. Read all about how you can nominate your local station in our coverage of the Nutella Stacks for Giving Back 2026 Program.
Nutella’s focus on recipe-driven storytelling and seasonal engagement is part of a broader strategy that extends beyond the holidays. In 2026, the brand is building on that emotional connection with its first major product innovation in decades: Nutella Peanut, a new peanut-and-cocoa spread that expands the brand into adjacent categories while maintaining its core identity. Supported by experiential activations and retail rollout, the launch shows how Nutella is evolving from a single-product staple into a platform for flavor innovation. Together, these initiatives highlight a dual approach—using nostalgic baking moments to drive loyalty, while introducing new formats that keep the brand relevant year-round.
Holiday magic
Retailers, take notes here. Seasonal storytelling is powerful, and private label brands can harness the same strategy. Limited-edition packaging, recipe contests, and holiday tie-ins create excitement that drives both sales and loyalty.
Imagine your own private label hazelnut spread, seasonal baking mixes, or even topping jars with playful holiday designs. Partnering with retailers and marketing teams on these strategies turns shelf products into holiday centerpieces.
Seasonal wins
Nutella and Hallmark are giving families the chance to bake their way into holiday history while spotlighting the importance of tradition in today’s fast-paced world. For the CPG space, it’s proof that nostalgia-driven campaigns aren’t just warm and fuzzy, they’re powerful tools for brand growth.From festive spreads to seasonal packaging, consumer favorites like Nutella show how tradition fuels innovation.
At Source86, we help retailers and brands tap into these trends with the right bulk ingredients and private label solutions to keep your shelves holiday-ready. Let’s create something sweet together, connect with us today.
