Sara Rosso loves Nutella. So much, in fact, that in 2007 she founded World Nutella Day, a celebration of the hazelnut-chocolate spread made by Ferrero. The annual event, which takes place on Feb. 5, encourages fans of the product worldwide to post pictures, videos and blogs expressing their ardor online. Restaurants and bakeries often participate with Nutella-themed specials.
But all that could come crashing down. In April, Ferrero sent Rosso a cease-and-desist letter demanding that she stop publishing anything with the Nutella name, logo or likeness.
Rosso, an American blogger living in Italy, told The Huffington Post that she was stunned.
“This is something I did as a fan,” Rosso said. “I have a full-time job; I’m not trying to make a business out of this.” She declined to identify her day job, saying she would prefer not to involve her employer.
Due to the fact its founding, World Nutella Day has taken on a life of a. Its Facebook page has just below 40, 000 “likes” along with the event has almost 7, 000 enthusiasts on Twitter. Both records are managed by Rosso, as could be the associated blog Nutelladay. com.
Key news outlets, including NBC, CNN as well as ABC, have built stories all-around World Nutella Day and helped grow the presentation from a blogger’s invention into an unofficial visit to its own right. The International Business Times even published a chunk delving into the event’s origins earlier this holiday season.
All this, Rosso admits, has taken place outside Ferrero’s expert. It’s odd, though, which the Piedmont, Italy-based company choose to put the kibosh with World Nutella Day compared to leverage its popularity.
“I would have been open to any kind of discussion,” Rosso said. “[It] didn’t have to be a legal document.” She added that she is still willing to coordinate a Ferrero takeover of the event.
Calls to Ferrero seeking comment were not returned.
On Facebook, fans of World Nutella Day have expressed shock. “This is some sad news,” wrote Andrea Stegmann. “And I actually lost respect and love for Ferrero. You’ve [done] nothing but promote Nutella. They should thank you and send you Nutella for a life time. And not send cease and desist letters.”