An American blogger started World Nutella Day in 2007, not the company that makes the spread.

Sara Rosso lived in Italy and started the celebration on February 5, 2007. She used social media to ask fans to share recipes and photos of the spread. This happened years before most companies used social media for holidays.In 2013, the Ferrero company sent Rosso a legal letter telling her to stop using the Nutella name. Fans of the brand were upset by this move. They felt the company was being mean to a loyal supporter. Ferrero quickly changed its mind and apologized to Rosso.In 2015, Rosso gave the rights to the holiday to Ferrero. The company now uses the day for global marketing and special products. People in over 160 countries participate in the event every year.On February 5, 2021, the official hashtag appeared in over 100,000 Instagram posts. This event is a famous example of how fans can influence big brands. It shows that people who buy products can also help shape how those products are sold.