Seeing lots of chatter online today about the pending shutdown of World Nutella Day. World what-what? Yeah, World Nutella Day.

Now, I’m not a user of the world’s favorite hazelnut spread. But plenty of people are. But many people are. Enough that back in 2007, an American woman named Sara Rosso who lives in Nutella’s homeland of Italy created (of her own volition) World Nutella Day.

Since then, their site has become a go-to destination for people who like the product (created by the same people who make Ferrero Rocher, Kinder candies, and Tic Tacs) for recipes and stories. Rosso and her Nutella-loving pal Michelle Fabio also have written the e-book The Unofficial Guide to Nutella (affiliate link).  

But apparently, no more. Rosso’s website says (I’ll paste the text here in case the site disappears):

“On May 25, 2013, I’ll be darkening the World Nutella Day site, nutelladay.com, and all social media presence (Facebook, Twitter), in compliance with a cease-and-desist I received from lawyers representing Ferrero, SpA (makers of Nutella).

Seven years after the first World Nutella Day in 2007, I never thought the idea of dedicating a day to come together for the love of a certain hazelnut spread would be embraced by so many people! 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! There have been songs sung about it, short films created for it, poems written for it, recipes tested for it, and photos taken for it.

The cease-and-desist letter was a bit of a surprise and a disappointment, as over the years I’ve had contact and positive experiences with several employees of Ferrero, SpA., and with their public relations and brand strategy consultants, and I’ve always tried to collaborate and work together in the spirit and goodwill of a fan-run celebration of a spread I (to this day) still eat.

I have hope that this is not a goodbye to World Nutella Day forever, for the fans’ sake, and hopefully it will live on in one form or another in the future.” 

So. From all appearances, this is a big corporation knuckling down on a humble blogger. Certainly, that’s the theme on the Nutella Facebook page, where several hundred comments are roundly criticizing the brand for its actions. Some are even posting video responses:

Doesn’t get much more emphatic than that.

But… what if there’s more to this? As a teacher, one of the case studies I have used for a long time in social media classes has been what’s become known as “The Ranger Station Fire.” This 2008 incident began when Ford sent out a cease and desist letter to someone operating a web site dedicated to the Ford Ranger.

Here’s Ron Ploof’s summary, an eminently useful document.

The Ranger Station Fire by Scott Monty

So at this point, all we have is the World Nutella Day website. We don’t know the contents of the C&D letter (which is more than likely in Italian). We haven’t seen any response from Ferrero. On page 8 of “The Ranger Station Fire”, Ploof describes the fact that the Ford fan site was selling unauthorized products with Ford’s logo on them. They then (VERY quickly) separated out the demands for the URL and compensation from the IP issue.

In the Ford case, they did not end up killing The Ranger Station. It’s still thriving, and they’re still selling products (now compliant with Ford’s IP).

What needs to happen now? Two things:

  1. Sara Rosso needs to make very clear exactly why Ferrero has asked her to cease & desist.
  2. Ferrero needs to do the same thing.

Right now, it’s impossible to know if Ferrero has done something really stupid, or has done something right & executed badly, or whether this is the best of their alternatives and they’re just communicating poorly.

If Ferrero has no compelling reason to have taken this action, they are likely going to be a case study for teachers like me to use in the future — in how to alienate the people who love you.

I have asked Ferrero for comment, and I’ve also sent questions to Sara Rosso. I’ll update this post whenever I have new information to share. 

UPDATE: around 4:00 pm EDT, I saw a statement from Ferrero on their Italian site. Get the update in this post.

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