Dive Summary:
- Last month, Nutella sent a cease-and-desist letter to superfan and World Nutella Day founder Sara Rosso demanding that she no longer publish anything with Nutella's name, logo or likeness.
- Rosso founded the annual event celebrated on Feb. 5 in 2007, encouraging fans around the world to express their love for the hazelnut-chocolate spread through photos, videos and blogs, and even prompting restaurants and bakeries to get in on the action with Nutella-themed specials.
- Rosso says that she is willing to cooperate for a Ferrero takeover of the event--which has 40,000 "likes" on Facebook and 7,000 Twitter followers--and some fans are now expressing a loss of respect for the company due to its actions.
From the article:
... Major news outlets, including NBC, CNN and ABC, have built stories around World Nutella Day and helped grow the event from a blogger's invention into an unofficial holiday in its own right. The International Business Times even published a piece delving into the event's origins earlier this year. ...