Nutella Gives In, Allows Fan To Continue With “World Nutella Day”
That was fast. After consumers protested against Nutella coming down on a fan-based “World Nutella Day” event, Ferrero — the maker of the popular hazelnut-spread — has resolved the issue, expressing “gratitude” and saying its cease-and-desist letter was caused by some “misuse” of the Nutella brand on the fan page.
Nutella sent us a copy of its letter sent to Sara Rosso, the founder of World Nutella Day. Ferrero wrote:
World Nutella Day: a positive conclusion
Positive direct contact between Ferrero and Sara Rosso, owner of the non-official Nutella fan page World Nutella Day, has brought an end to the case.
Ferrero would like to express to Sara Rosso its sincere gratitude for her passion for Nutella, gratitude which is extended to all fans of the World Nutella Day.
The case arose from a routine brand defense procedure that was activated as a result of some misuse of the Nutella brand on the fan page.
Ferrero is pleased to announce that today, after contacting Sara Rosso and finding together the appropriate solutions, it immediately stopped the previous action.
Ferrero considers itself fortunate to have such devoted and loyal fans of its Nutella spread, like Sara Rosso.
Subsequently, Rosso told us:
There were some delays with getting in touch given I’m in the U.S. and traveling for work at the moment, but I’m pleased at the speed with which they responded once the story came to attention.
For background on the protest, see our previous story, Nutella Tells Fan To Stop Promoting It, Social Media Backlash Ensues. On its Facebook page, where protests emerged on Nutella’s last post, there’s been nothing posted about the agreement.
Postscript: Nutella added a post on the resolution to its Facebook page around 4:15 pm ET:
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.
(Some images used under license from Shutterstock.com.)
Kick off each Monday with the best news and ideas in social media.