Hotella Nutella pop-up is happening in California — for a few hazelnut-spread-loving superfans

Move over, Taco Bell. Nutella is getting into the “pop-up hotel” game. 

The beloved hazelnut spread brand is planning a pop-up experience in Napa Valley, California, in January. 

Taco Bell’s August marketing stunt, which was packed with social media influencers, was a four-night pop-up hotel experience in Palm Springs, California. Fans could book a reservation, and about 70 rooms were available.

Nutella’s take on the pop-up hotel is much more exclusive: Only three lucky contest winners and one guest each will be able to partake, but round-trip airfare and Nutella-themed accommodations will be covered as part of the contest prize. 

Hotella Nutella is coming to Napa Valley, California, in January 2020. (Photo: Nutella)

Contest entrants must demonstrate in a short video “how Nutella makes their mornings special,” according to a press release. They’ll be judged “based on creativity, passion for Nutella and connection to breakfast.”

Entries for the Jan. 10-12 experience are accepted on the Hotella Nutella website through Dec. 8. 

A Nutella breakfast dinner, a soul food brunch and pancake art are on the agenda, and the pop-up experience will feature “larger-than-life” jars of Nutella, breakfast decor and Nutella-inspired hotel items. 

It’s unclear where the pop-up experience will take place in Napa Valley. Though it’s billed as Hotella Nutella, only entertaining six guests opens up possibilities for vacation rental-style accommodations. 

The Taco Bell-themed hotel, which featured hot sauce packet floaties, Taco Bell decor and food items specifically for the occasion, took over V Palm Springs hotel. 

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