Superfans take centre stage, as Ferrero marks World Nutella Day

This year’s World Nutella Day (5 February) is a little extra special, as the global brand marks its 60th anniversary with surprise sweet gifts for some of its social media ‘superfans,’ writes Neill Barston.

The well-established Ferrero product has enjoyed decades of success on an international level, and especially in the US, where in 2007 blogger Sara Rosso created an annual celebration for one of her favourite treats, encouraging others around the world to join her in appreciation for the much-imitated chocolate and hazelnut spread.

For this year’s celebrations, Nutella has sought out 140 superfans across the United States who already have Nutella included in their social media bios and will be gifting them with sweet surprises.

Inspired by these fans, this World Nutella Day, the brand is encouraging other enthusiasts to profess their love for the brand by dedicating their bios to Nutella. From January 29 through February 5, consumers who add Nutella to their social media bio, share a screenshot to their Instagram story and tag @Nutella in their post will have a chance to win exclusive Nutella prizes.

The brand formed a strong element of the company’s presence at the most recent Sweets & Snacks Expo in Chicago, where in 2022 the company created a new innovation hub in the city for its entire portfolio. It follows further recent key investment including the development of a manufacturing facility for Kinder Bueno products in Bloomington, Illinois.

“Nutella isn’t simply a food brand that our superfans enjoy, it’s a part of who they are and what makes our Nutella-loving community so strong,” said Noah Szporn, senior vice president of spreads at Ferrero North America.

“This World Nutella Day, we are celebrating those who love Nutella so much that it’s part of their identity, and inviting anyone who loves Nutella to join in on the fun.”

“I’m a huge Nutella fan, so much so that I refer to myself as a ‘Nutella enthusiast’.,” said Instagram user and Nutella superfan, Mac.Dunlap (followers: 1.7K). “I look forward to using this heavenly spread any chance I get. If there is ever a time to show how much I love this brand, it is definitely World Nutella Day.”

For more information on how to enter, visit Nutella® fans can share their love for Nutella on X (formerly known as Twitter) by tagging @Nutelladay, as well as on their personal Facebook and Instagram pages by using the hashtag #WorldNutellaDay.


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