How To Sell 11 Pounds Of Nutella

Got a sweet tooth? [Inquirer]
DiBruno Brothers’ Pronto [MenuPages]
DiBruno Brothers’ Pronto [Official Site]

[Image via Philadelphia Inquirer]

But we never had to sell 11-pound tubs of Nutella. Enter DiBruno Brothers and their employees’ quixotic quest to sell more Nutella than an American family could ever need:


Selling the 11-pounder to restaurants with Nutella dishes on their menu, obviously, was one option for the Di Bruno sales team. But to find individuals and persuade them to go for the mother lode, ah. That would be sweet. Colavita, 25, sporting ‘50s glasses and pitch-man attitude, scored the first sale. It took some doing. The Nutella (pronounced new-tell-uh) had been in the display window, surrounded by Italian cheeses, for about three weeks. Taking the high road, Colavita tried manipulating children.
“Kids love it. Especially if they have never had it. I give out samples. They jump up and down, tug at their father’s pants legs. I tell them, Can you imagine how many Legos will go in this? Or the amount of loose change you could fill it with? Enough to offset the cost!” Amusing, as tactics go, he says, but ultimately, unsuccessful.

Just one massive tub of Nutella has been sold so far.

Got a sweet tooth? [Inquirer]
DiBruno Brothers’ Pronto [MenuPages]
DiBruno Brothers’ Pronto [Official Site]

[Image via Philadelphia Inquirer]

How To Sell 11 Pounds Of Nutella