Nutella’s new campaign gets marquesitas wrong, annoying watchful Yucatecos
As part of a special summer special edition, Nutella is launching eight collectible jars highlighting the way their product is used across Mexico.
The label representing Yucatán features a photograph of Izamal and its traditional yellow facades.
“The combination of Nutella with cheese in Yucatán’s wonderful marquesitas is fantastic, and we just needed to celebrate it,” said a press statement from the brand.
But seeing the way the Italian brand has chosen to represent marquesitas, Yucatecos have quickly taken to Facebook and Instagram to correct the company’s error.
“If you are going to try to appeal to us using our own traditions, at least get it right. That is NOT how you put cheese on a marquesita,” said Manuel Canto of Progreso.
Most complaints seem to reflect the fact that in Yucatán cheese goes inside, marquesitas, not sprinkled on top, and Nutella, if added is placed on the top end or inside the crunchy wrap.
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Several commenters on Facebook also noted that Nutella’s press materials do not even mention Edam Cheese, the main ingredient in marquesitas.
This is not the first time that Yucatecans have proven protective of their cuisine, which is tied closely to their cultural identity.
The controversy is reminiscent of the PR debacle by McCormick’s attempt to market its mayonnaise as a perfect addition to cochinita pibil. People in Yucatán were not impressed, to say the least.
“The thing about this sort of campaign is that it feels so corporate. If it was more earnest and they actually took the time to get it right it may be fun. They should have come to Yucatán and had someone who knows what they are doing do it the right way,” said Xiomara Ramírez on Instagram.
Other states also getting special edition jars include Jalisco, Guerrero, and Oaxaca.
Senior Editor Carlos Rosado van der Gracht is a Mexican expedition/Canadian photographer and adventure leader. Born in Mérida, Carlos holds multimedia, philosophy, and translation degrees from universities in Mexico, Canada and Norway.
