$5 Teaspoon of Nutella
In 2017, our co-founders Paul Milinski and Dan Thomas ran a satirical publication account, Melbourne Cool, which poked fun at Melbourne's burgeoning hipster culture. A non-existent cafe was promoted as audaciously selling teaspoons of Nutella for $5, and soon this 'story' was picked up by major national publications in Australia and abroad. It was also featured on The Project, Nine News, ABC's Media Watch and ABC San Diego's primetime news. A one-night pop-up was run at the conclusion of the furore.