Spreadable joy takes a bitter turn

 70% discount on Nutella creates chaos in France

A delightful 70% discount on the world’s favourite spread takes an unlikely turn with police called to intervene as shoppers fought over pots of Nutella in France.

Customers pushing each other to get to the pots of Nutella in France
The fight for the spread began when French supermarket chain Intermarché, began a promotion for the chocolate and hazelnut spread Thursday. More than a million 950-gram pots were slashed in price by 70% from $5.85 to $1.75.
The promotion sent customers all across France into a major frenzy with people pushing each other to get bottles of Nutella. Footage posted all over social media showed shoppers swarming around shelves of the spread and jostling for jars as staff tried to restore order.
It went to a point that the police had to be summoned as the brawl could not be contained. The manager of another Intermarché in Rive-de-Gier, central France, said 600 pots were sold within five minutes.
“A woman had her hair pulled, an elderly lady took a box on her head, another had a bloody hand,” reported a customer.
Ferrero, the company that produces Nutella, distanced itself from the chaos, saying it had nothing to do with the promotion.
“We want to clarify that the decision for the special offer was taken unilaterally by Intermarché,” the firm said in a statement. “We regret the consequences of this operation, which created confusion and disappointment in the consumers’ minds.”

MARKETING Magazine is not responsible for the content of external sites.

The Malaysian Marketing Conference & Festival 2024 at the Sime Darby Convention Centre is a TWO-day marketing event for all those in Marketing, Media, Advertising, PR, Digital, Data, and more….

The experience is on May 15 & 16, with Keynote Speakers, multiple tracks or Breakaway Sessions hosted by our booth partners who will show you the latest in the industry. 

Download Event PDF
Register Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene