The Ferraro brand Nutella is partnering with Amazon Alexa for a promotion pushing Nutella as an alternative to maple syrup around National Pancake Day.

The collaboration consisted of a Nutella integration with Amazon Alexa. The integration allowed users to ask the Amazon Alexa voice assistant for breakfast ideas featuring Nutella. Users could say "Alexa, open Nutella Creations" that unlocked recipes that included the spread. It also unlocked four interactive memory games that appealed to families.

The partnership featured online recipe hub Nutella Creations that gave families guides to pancake designs that were shareable on social media.