Rome's MAXXI contemporary art museum
on Wednesday marked World Nutella Day as social media went wild
with tributes to the hazlenut-flavoured chocolate spread that
has been an icon for so many ordinary and famous fans including
cult film director Nanni Moretti.
With its unmistakable jar shape, it is one of the most famous
sweet treats 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.
In fact, for over sixty years, millions of people have started
their day with the taste and energy of Nutella, which since
1964, starting from Alba, in Piedmont, has managed to transform
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, with an evening
hosted by journalist Pierluigi Pardo open to all Nutella Lovers,
with the presentation of the new edition of the book Il nuovo
mondo Nutella - 60 anni di innovazione by Gigi Padovani.
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! A journey into the world of Nutella for its 60 years, set
up at the MAXXI until April 20, curated by Chiara Bertini and in
collaboration with candy manufacturer Ferrero.
It is 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
visualize 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, 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.
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