The first World Nutella Day happened in 2007, when Sara Rosso — devoted Nutella enthusiast — had the idea of celebrating her love of "a certain hazelnut spread." But World Nutella Day is no more, thanks to a cease-and-desist letter Rosso received. From Nutella.
As Boing Boing reports, Nutella's lawyers have requested that Rosso no longer celebrate World Nutella Day.
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.
While it's true that Rosso's site, nutelladay.com — and social media accounts — were created without permission, Rosso does say she's had positive experiences with Ferrero reps in the past. What changed? (Could it be related to the "boutique" Nutella is supposedly opening this spring?)
One thing is for sure: Fans know about the C&D letter and are not happy. Comments on Nutella's official Facebook page range from the pissed:
You are idiots....... setting your lawyers on fans and customers of yourproduct? Really????? Get a grip.
To the threatening:
Nutella Day happens, or I stop buying your products.
To the conspiracy theorists:
I thought the nut in nutella stood for the hazelnut in the product. Now I find out it is there because the company run by nuts and is full of nuts in their legal department. Why would you treat a fan Sara Rosso so harshly. No more nutella for me. You nuts can keep it all to yourselves.
Ironically, this controversy makes me want to go buy some Nutella right now, but mostly because I have just spent a chunk of my day thinking about Nutella. (Drool.)
Goodbye to World Nutella Day? [Nutella Day]
Nutella Day [Official Unofficial Site]