Social media went wild with tributes to the hazelnut-flavoured chocolate spread that has been an icon for so many ordinary and famous fans including cult film director Nanni Moretti.
Nutella is one of the most famous sweets in the world, say enthusiasts like Moretti, who memorably dips into a giant jar in his characteristically whimsical 1984 hit Bianca.
World Nutella Day was created in 2007 by the American blogger Sara Rosso to bring together the global community of enthusiasts and celebrate on social media their love and craving.
For over sixty years, millions of people have started their day with Nutella.
Since 1964, the spread has transformed itself into a global icon loved in over 170 countries.
In Italy this year the party also took place at the MAXXI, the National Museum of 21st Century Arts in Rome.
In an evening hosted by journalist Pierluigi Pardo open to all Nutella lovers, the new edition of the book Il nuovo mondo Nutella - 60 anni di innovazione by Gigi Padovani was presented.
The program included violinist Pierpaolo Foti and Greg Goya, a street artist known for his fast art.
But the day was also an opportunity to discover the exhibition joyn!
The exhibit provides a journey into the world of Nutella during its 60 years, set up at the MAXXI until April 20, curated by Chiara Bertini and in collaboration with candy manufacturer Ferrero.
It’s a dive into six decades of history, innovation and passion, but also a mix of play and in-depth study in a space for adults and children to rediscover memories, immerse themselves in the most iconic advertising campaigns and visualise the social and cultural impact of a brand that has spanned entire generations.
“World Nutella Day,” says Thomas Chatenier, global president of Nutella at Ferrero, “is tangible proof of the enduring strength of our brand and the unparalleled passion of our fans, who have elevated Nutella to a cultural icon, [which is] even celebrated in books and exhibitions.”
This year too, people can celebrate World Nutella Day by discovering ideas and recipes on www.nutella.it and sharing their special moments with Nutella on social media with the hashtags #WorldNutellaDay #ShareASorrisoConNutella.
ANSA
