Nutella Gives In, Allows Fan To Continue With “World Nutella Day”

538752_10150640837141962_1685123182_aThat 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:

Related Topics: Channel: Social Media Marketing | Social Media Marketing | Top News


About The Author: is Founding Editor of Marketing Land. He’s a widely cited authority on search marketing and internet marketing issues, who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

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  • Thomas M. Schmitz

    Wouldn’t it be refreshing if brands could be like Reagan and say, “We screwed up,” then hand a wooden foot with a bullet hole in it to the executive who made the mistake?

  • Patrick McKeown

    I kinda call BS on this. I am sure that they saw the backlash and quickly realized they screwed up. What took so long was crafting an appropriate excuse to send to the media.. Either way, glad it is resolved.

  • Carrie Hill

    I’m glad they’re “allowing” it but I still feel like a SINCERE public apology is still needed.

    Brand defense is fine, but how about a friendly call or email first? Not everything needs to be handled by a C&D

  • Larry Kim

    wow they sent their fans a cease-and-desist letter…

  • Max Minzer

    Carrie Hill, where do you draw the line? Will you have friendly calls for all affiliate marketers abusing your brand? I mean – good for you – but what if there’re hundreds of them every week?

    I don’t know her intentions. She sure appears to be a victim in the news and social (and may be she is) but what if she’s just an affiliate marketer trying to make a buck?

    I do agree that another approach could’ve be used. But should brands now go and please every affiliate infringing their copyright out there?

  • BCommunications

    I agree with Stephanie Gibbe in the Facebook comments from the previous article. Perhaps partnering with Sara Rosso would be more beneficial. Even at this point.

  • Carlos Mendes Martini

    It’s not necessary to have a brain bigger than a hazelnut to see that this pathetic and clumsy action against Ferrero fans was an unspeakable stupidity. A loyal customer is the greatest wealth that a brand can own and any fool knows that.

    In the end, everyone who participated in this outstanding S**T (including those who allowed it to happen) should have been fired.

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