Parmacotto launched the campaign #What matters to communicate his closeness to all Italians who in these days have found themselves changing their lifestyle: from the way they work to social relationships.
The campaign studied by The Ad Store Italia it is an emotional storytelling that focuses on values, putting people and their daily lives at the center, inevitably revolutionized by the COVID-19 emergency.
The agency has identified the narrative key frame in the hashtag #QuelloCheConta to bring Parmacotto's brand purpose to life, connecting it to the context in a sincere, relevant and credible way. The campaign is an invitation to look at the positive side of staying at home, giving value to what matters.
“At this moment brands must adopt a real cultural strategy to remain relevant and be able to build a strong and sincere link with people. Parmacotto understood this, immediately adapting his tone of voice and his brand purpose to the new context – he says Antonella de Gironimo, Senior Copywriter of the agency – and we are confident that this strategy will give excellent results in the long term. “
The #QuelloCheConta campaign was developed with a multi-stage multi-channel strategy. The launch took place on social networks with the aim of engagement and UGC, through a creativity that, from Parma – the city of origin of Parmacotto, recalled by the look & feel of the countryside that pays homage to the colors of the city – allowed to enter the homes of all Italians, to discover flavors, sensations and emotions related to the Parmacotto brand.
A series of brand ambassadors are expected to participate in the next few days through a digital PR activity, to amplify the word of mouth of the campaign which will then also be declined on other channels both online and offline.
“Parmacotto responded with great reactivity to this unprecedented historical moment, from the adoption of preventive measures to guarantee employee safety and continuity of the production process, to the reset of the communication strategy” – he adds Gaia Gualerzi, marketing director of Parmacotto – “Together with our partner agency, #QuelloCheConta has been activated, a real-time marketing campaign, which allows us to stay close to people giving importance to simplicity and authenticity, values that continue to represent our reality”.
- Natalia Borri President & Chief Creative Director
- Giulio Nadotti Creative Director
- Antonella de Gironimo Senior Copywriter
- Beatrice Onetti Art Director
- Francesco Tassi Visual designer
- Riccardo Grandi Social Media Manager
- Francesco Santo Social Analyst & Planner
- Lucia Carboni Account Executive