If you were not already aware, Wednesday February 5 marks World Nutella Day – a global celebration of one of Ferrero’s much-loved products.
What many may not know, is that the origins of the day stem from a very eager Nutella fan.
Sara Rosso, an American blogger and Nutella lover, decided to dedicate a day to her favourite spread and encouraged other Nutella fans to join her in celebrating the product.
The day became so popular that in 2015, Ferrero approached Rosso to transfer ownership of World Nutella Day to the brand and an agreement was reached.
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Through the power of social media, the day has become so popular globally that it is even mentioned in some digital calendars as a worldwide event. A spokesperson for Ferrero told Inside FMCG that it is the only brand to have achieved something like this.
“Ferrero considers itself fortunate to have such a devoted and loyal fan of Nutella and is grateful to the many fans that join us in celebrating the hazelnut spread year after year,” the spokesperson said.
Ferrero said the day continues to be a day for fans and is therefore not using the opportunity to engage in commercial activities.
“World Nutella Day remains a spontaneous event without commercial objectives, with fans spreading the word internationally year after year.”
However, the confectionery company is sure to benefit from the plethora of consumers worldwide embracing the excuse to indulge.