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Most brand marketers can only dream of having a superfan who organizes a global holiday dedicated to their product. And then there's Nutella. The chocolate-hazelnut spread's parent company, Italy-based Ferrero has sent a cease-and-desist letter to World Nutella Day founder and organizer Sara Rosso. This Saturday, she plans to deactivate NutellaDay.com and the 7-year-old event's social-media channels in response to the legal notice from the company. "I've seen the event grow from a few hundred food bloggers posting recipes to thousands of people tweeting about it, pinning recipes on Pinterest, and posting their own contributions on Facebook," Rosso writes in a blog post about the cease and desist.
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