Nutella Café

Situated at the corner of Michigan Avenue and Lake Street in the heart of Chicago’s Magnificent Mile, is the first permanent Nutella Café in the world. Before this delicious destination opened its doors, we had an unprecedented opportunity to engage and excite fans, tourists, and locals about this innovative retail experience.

We activated the construction site with mysterious silhouettes to pique curiosity and keep everyone guessing about the building’s upcoming occupant. Once news of the Nutella Café became public, six experience-driven window installations were used to announce grand opening. From a slice of toast performing a stand-up routine to a philosophical waffle offering life advice, each whimsical window offered a sneak peek into the sweet surprises one can only find at the Nutella Café.

Over three weeks, we surprised, delighted, and engaged excited Nutella fans, while SapientRazorfish’s wider social activation helped millions more spread the happy online. It doesn’t get sweeter than that.