By Account Manager Hannah Williams
June has seen us kick off one of our most exciting campaigns since the pandemic. After a competitive pitch process for Cirio, we were so excited to get into the detail of the campaign and make something amazing happen for this household brand.
We were tasked with reaching both a younger, urban foodie audience and an older 40+ housepersons audience. The challenge was to find media that works for both audiences.
Our strategy was clear though. Firstly, we wanted the brand to stand out from the market by stepping away from the clichéd Italian communication – the family dinners, the cheesy Italian accent, and the sunny fields of perfect produce. Therefore, rather than taking people to Italy to know what Cirio is all about, we decided to bring the Heart of Italy to British Tables.
Secondly, we knew that utilising prominent and influential voices within the foodie industry would add weight and credibility to the campaign. The big question was who would they be…?
We learnt early on just how important ethics and sustainability are for Cirio. Therefore, it was important the partners we chose not only shared the same views, but actively worked to promote this.
Taking all this into consideration, we embarked on two partnerships. The first one was with the much-loved chef James Martin. Partnering with ITV and James’ Saturday Kitchen programme meant Cirio could use the iconic Pizza Oven Kitchen as the backdrop to the TV ad. The TV campaign, together with social media, has enabled Cirio to reach a much wider audience and to deliver contextual relevance in a recognisable environment for ITV viewers. And yes, I got to go for a couple of fun shoot days with possibly the nicest crew and food, EVER!
Alongside the TV ad, James has also created 4 delicious new recipes for Cirio. These are being posted on social media each Monday in June to his near 1m followers, ensuring the campaign continues to inspire!
The second part of the campaign will leverage a longer partnership with MOB, landing Cirio across their social channels with their loyal fanbase of young, urban foodies. Kicking off this week (eyes peeled!), MOB’s food team are creating an array of scrumptious recipes to seed out over the next few months to their eager following of loyal fans. So, if you’re not signed up yet, DO!!
Finally, this weekend will see MOB and Cirio come together for their ‘Heart of Italy’ festival. Be sure to head on down to Hackney Downs Studio this weekend for live music, giveaways and some of London’s Best Italian Street Food, made even better with Cirio Tomatoes of course … 😉