Rosso loves Nutella. In fact, she loved it so much that seven years
ago, the hazelnut chocolate spread superfan founded World
Nutella Day, a celebration of all things Nutella.
Over the years, the event grew from a few food bloggers posting recipes
to thousands of participants Tweeting, pinning recipes on Pinterest, making
songs, poems, and short films.
It's not surprising, because, as you know, yummy Nutella goes with everything.
Well, almost everything. There's one thing that doesn't mix well with
Nutella and its fans: lawyers.
Sara Rosso wrote on World Nutella Day's website:
On May 25, 2013, I’ll be darkening the World Nutella Day site,
nutelladay.com, and all social media presence (Facebook, Twitter), in
compliance with a cease-and-desist I received from lawyers representing
Ferrero, SpA (makers of Nutella).
Seven years after the first World Nutella Day in 2007, I never thought
the idea of dedicating a day to come together for the love of a certain
hazelnut spread would be embraced by so many people! I’ve seen
the event grow from a few hundred food bloggers posting recipes to thousands
of people Tweeting about it, pinning recipes on Pinterest, and posting
their own contributions on Facebook! There have been songs sung about
it, short films created for it, poems written for it, recipes tested
for it, and photos taken for it.
The cease-and-desist letter was a bit of a surprise and a disappointment,
as over the years I’ve had contact and positive experiences with
several employees of Ferrero, SpA., and with their public relations
and brand strategy consultants, and I’ve always tried to collaborate
and work together in the spirit and goodwill of a fan-run celebration
of a spread I (to this day) still eat.
I have hope that this is not a goodbye to World Nutella Day forever,
for the fans’ sake, and hopefully it will live on in one form
or another in the future.
Nutella dissing its fans? Now that's just plain nuts: Link