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Nutella? It’s got your name on it

Following successful campaigns by Coca Cola and Heineken, Italy’s popular Nutella label is offering chocolate lovers the chance to buy their favorite product with their name on the label.

Nutella? It's got your name on it
Photo: A. Kniesel/Wikicommons

The brand, produced by the conglomerate Ferrero, will offer buyers a label with their name that can be attached to either 400 or 750 gram jars.

The new initiative – called “Nutella sei tu”, or “You are Nutella” – has already been successfully tested in Spain, France and Belgium.

Thousands of labels were made available in Spain over a two-week period and supplies ran out in two hours.

The company has also released an advertising campaign with the theme, “Buongiorno has a new name : You!” and is backed with a social media campaign using Facebook to reinforce relations between the company and consumers.

According to Italian media the company has had great success with promotions like World Nutella Day and now has 40,000 fans on Facebook and several thousand followers on Twitter.

 

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Rome mayor blocks plan to name street after fascist leader

Rome mayor Virginia Raggi is seeking to block a plan to name a street in the capital after Giorgio Almirante, the founder of the neo-fascist Italian Social Movement (MSI).

Rome mayor blocks plan to name street after fascist leader
Giorgio Almirante (R) pictured with Jean-Marie Le Pen, the founder of France's National Front, in 1985. Photo: AFP

Raggi was reportedly caught by surprise when a majority of politicians from her Five Star Movement and the far-right Brothers of Italy, a descendant of MSI, backed the move in a vote on Thursday.

Almirante established the party in 1946 in dedication to keeping the ideals of dictator Benito Mussolini alive, and led it until a year before his death in 1988. Almirante joined Mussolini’s Fascist Youth Movement at the age of 9.

Giorgia Meloni, leader of Brothers of Italy, was also a member of the youth wing of MSI, while the father of Luigi Di Maio, Italy’s deputy prime minister and leader of the Five Star Movement, was an activist for the party.

Meloni’s party celebrated the approval on Thursday as a “historic victory for the Italian and Roman right”.

Raggi has asked Five Star Movement advisors to prepare a motion preventing the naming of streets after fascists or those who exposed themselves as anti-Semitic or racist.

The vote came after Raggi pledged to rename streets currently named after politicians who signed the anti-Semitic Manifesto of Race during the fascist era.

“Rome is anti-fascist,” Raggi declared in January, adding that she hoped the capital could set an example to other Italian cities in removing the names which “represent a shame for our country”.

2018 marks 80 years since the charter was published, preparing the way for the Racial Laws which came into force later in 1938. Under these laws, Italian Jews were stripped of their citizenship and banned from working in certain professions or attending school.