Nutella and Hallmark have kicked off the holiday season just ahead of the festive months to get consumers excited to mark the occasion with their favorite recipes and traditions. The campaign encourages home bakers to submit their favorite familial recipes that put Nutella in the spotlight, which will see winners have the baked goods showcased in the Hallmark Christmas Experience. The recipes will also be shared online and on social media to help get the word out on some of the best ways to use the hazelnut spread in holiday baking that consumers might not have thought of.

Senior Vice President of Nutella, Ferrero North America Noah Szporn spoke on the Nutella and Hallmark partnership saying, “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.”