Challenge
Introduce a new product (Ciabatta traditional white bread) to social media users. To make the audience aware of its unique features, to boost sales and to maintain the awareness of the existing product (Mama’s white bread).
Actions
A story is being developed in which a mother – the “Mamos” white bread – has returned from a holiday in Italy having discovered a new recipe. Inspired by Italian food culture and full of excitement, she sends her best wishes to us and shares her discovery – an everyday, Italian-style bread called Ciabatta. The communication highlights the values of the traditional and the new product. It uses gentle, subtle humor to create a simple, human, everyday relationship with the audience. Visual solutions: classic Italian images are used, but with objects that are recognizable to all (e.g. the Tower of Pisa, the Colosseum of Rome). Easily recognizable situations stimulate the audience’s interest, engagement and sharing of the content.
Results
Rapidly growing “Facebook” and “Instagram” communities. Engagement several times higher than before the campaign.
