After years of social media influencers asking for free ice in return for Exposure, CVT soft serve owner Joe Nicchi has set a new rule: "Influencer Pay Double."
In true influencer fashion, Nicchi went to Instagram to post the scathing news. Shortly thereafter, he made it official with a physical sign.
"We really do not care if you're an influencer or how many followers you have," Nicchi wrote. "We'll never give you a free ice cream in return for a post on your social media page, it's literally an article worth $ 4 … and now it's $ 8 for you."
About five years ago, Nicchi founded CVT, which stands for Chocolate Vanilla Twirl. In the last four years, he told CNN, he has received more and more requests from influencers for free ice cream.
In May, he posted an email on his Instagram requesting CVT Soft Serve attend his influencer event. The words "HARD PASS" are indicated in red letters in the e-mail.
The truck owner had a break when last Thursday he received a request to compensate for 300 servings of soft serve for "exposure". Nicchi said he was "burned out" and decided to do something about it.
So far, no one was charged double for his serve.
"We just hit the sign, so no enforcement yet, just some dirty looks from hipsters," Nicchi said.
With celebrity clients like Bill Murray and Adam Levine, it's no wonder he's not interested in the social media push. "The ice is the influencer."